Traffic and Conversions Optimization For Your WordPress Site

Liran BaronGet Leads Online, Search Engine Optimization (SEO)Leave a Comment

Traffic and Conversions Optimization For Your WordPress Site

How your website looks isn’t as important as traffic and conversions

When we talk to new clients about traffic and conversions and website design, we ask a question. We ask whether their goal is to have the most beautiful website on the internet? Or, to convert site visitors into leads, and leads into customers?

In almost all cases, their answer is, “Well of course I want to convert visitors to leads, and leads to customers.”

So now I ask you,

“I’m not a designer… but I recognize good design when I see it”

-every marketing person ever

We define great design as design optimized for traffic and conversions first. Pretty comes second. While we value the opinions of our colleagues in marketing, how do we know if our most important button should be blue? Blue is like the sky, they say… we are naturally drawn to blue. Well, maybe it should be red? It could also be argued the human eye is drawn more to red than blue.

“How do I know which design converts visitors to leads most effectively?”

Measure! Opinions are great, but I prefer to think of them as theories that need validation. To be more specific, start by taking one design concept, and match it up against another. Set a realistic goal and see which design wins. You can test to determine which designs lead to more goal conversions.

In this blog, I’ll explain how to test and measure your site’s design using Google Experiments.

In God We Trust. All Others Bring Data.

“How do I test which design converts most effectively?”

That are many paid services that can help your traffic and conversions optimization. But, I’m going to show you how to do it for FREE using Google Analytics. Within Google Analytics, there’s a feature called ‘Content Experiments’. It you to randomly show visitors different versions of a page, set a goal, and determine which design is most effective.

Before starting your experiments, you need two things:

  1. A conversion goal for the given page
  2. The page & a variation

For example, you could have a totally new design for the page in mind, or you want to simply test the color of one of your Call-to-Action buttons. It’s easier to test data on small changes over time, so we recommend to keep it simple to start.

Once you have defined your goal and corresponding page, create a variation of the original page to test. The important thing to understand is that you need a second version of the same page.

What follows is a step by step explanation of how to setup Google Content Experiments on your WordPress website. Let’s get started.

Step 1: Connect your website to Google Analytics

Connect your WordPress website to Google Analytics if it is not already connected. There are plenty of plugins that do this if your theme does not have the functionality built in.

Step 2: Install the Google Experiments Plugin

To properly run Google Experiments on your WordPress site, you will need to install the Google Content Experiments plugin. On the WordPress backend, navigate to Plugins–>Add New–>Upload Plugin, upload the file and activate.

Find the Google Content Experiments Plugin here,

**Before loading any plugin, make sure you take a full backup of your site and that it’s upgraded to the most recent WordPress build**

Step 3: Add a code snippit to your website and enable Google Content Experiments

For Google Content Experiments to run properly, you will need to incorporate a line of code into your website.

**Unless your theme is one of the following**

  • Child themes based on the Genesis Framework
  • Themes using the Infinity WordPress Theming Engine
  • Thematic
  • PageLines

If not, download, install and activate a plugin called: Functionality.

This plugin allows you to insert code into your site to run Google Content Experiments. We use a plugin so we’re not editing any of our core theme files that could break the experiment whenever we update our theme.

Step 4: Add code to your website to enable Google Content Experiments

After activating the Functionality plugin, hover over the “Plugins” menu item then click on “Edit Functions.” Note that the screenshot has the Editor” selected, but in reality I clicked on “Edit Functions” to get to the correct screen.

Paste the following code below the current code:

add_action('wp_head', 'add_code_function');
function add_code_function() { ?>
<?php do_action( 'wpe_gce_head' ); ?>
<?php }

Don’t forget to SAVE.

Add code to your website to enable Google Content Experiments

Step 5: Enable Google Content Experiments on your original page

Go the the original page you’d like to test and scroll to the bottom, until you see the “Google Content Experiments settings” section.
Note: this is the original page, not the test variation page.

Click on the checkbox to identify the currently selected page as the original page of the content experiment.

Leave the ‘Your Content Experiment code:’ empty for now.


Enable Google Content Experiments on original page

Step 6: Visit Google Content Experiments in Google Analytics

Head over to your website’s Google Analytics page and hover over “Behavior” then click through to “Experiments.”Go-to-Google-Content-Experiments-in-Google-Analytics

Step 7: Create your experiment

Click on the “Create experiment” button.

Create and name your experiment

Step 8: Name your experiment

Give your experiment a name.

Select a goal or create one if you don’t have one already.

SAVE changes.

Name your experiment

Step 9: Configure your experiment

Enter the information for the original page. Make sure to select HTTPS if your website has an SSL certificate.

Enter the information for the variation page. This is the new page you want to test against the original page.

To start we suggest using only a single variation.

Go to the next step.

Step 10: Setting up your experiment code

Click on the “Manually insert the code” button.

Copy the experiment code into the original page from Step 5 and SAVE your page. REMEMBER: this is the original page, not the variation.

After that’s done. Go to the next step.

Setting up your experiment code

Step 11: Review and start

Google is now helpfully going to check your website to determine that everything is installed correctly. You should be able to confirm on your original page, “Experiment code found. Google Analytics code found,” and that on your variation page: “Google Analytics code found.”

Save changes.

Review and start

And the winner is…

Now, you wait for the experiment to run. After some time (this all depends on your website’s traffic), Google will actually tell you once it has reached a statistically relevant threshold with a confidence level of 95%, unless you change this setting.

At the end of your experiment, you will have a definitive decision on which page accomplished the predefined goal most effectively.

To maximize traffic and conversions:

The best converting websites are consistently testing everything ruthlessly. We suggest that at any given point, run at least one content experiment on your website. This way, your website will consistently be optimized for traffic and conversion.

If you have any at all questions email me: [email protected], and mention that you’ve read my blog.

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