Case Direct Wonen as presented at the 2009 GAAC/WOAC Summit at Google HQ by Janco Klijnstra of Traffic4u. Website Optimizer & Google Analytics integration ‘Fighting’ cowboys and customers

1. 1 Website Optimizer & Google Analytics integration ‘Fighting’ cowboys and customers Janco Klijnstra – Traffic4u Web Analytics and Conversion Optimization Consultant 13 October 2009

2. 2 Traffic4u Result Driven Online Marketing 110+ Employees in the Netherlands and Spain Offices in Amsterdam, Groningen, Madrid and Salamanca Specialized in SEO, Search Advertising, Affiliate Marketing, Direct Response Marketing, Web Analytics and Conversion Optimization Traffic4u

3. 3 Case Description A/B/n Experiment Direct Wonen

4. 4 Case Customer: Direct Wonen (‘Direct Living’) Website to find a rental property or offer a rental property Trigger (Offline) Surveyresultsontheirhomeowners/landlords (tool #1) Makingiteasierforhomeowners to subscribe and offer a rentalproperty A/B/C/D experiment Experiment with 4 recipes Conversion GWO: subscription of propertyowners Traffic4u

5. 5 Case: Results Original (A) Source: 8pt, medium gray

6. 6 Case Text, 22 point First-level bullet, 20 point Second-level bullet, 18 point Third-level bullet, 16 point Fourth-level bullet, 14 point Source: 8pt, medium gray

7. 7 Case Source: 8pt, medium gray

8. 8 But.. Then the cowboys came.. Source: 8pt, medium gray

9. 9 GWO – GA to the rescue During the testperiod the registrations of rental properties (Goal Analytics) for variation D was much better Also did it not attract an unusual number subscriptions for potential tennants or pageviews Source: 8pt, medium gray

10. 10 Why we love our ‘guns’ Tools like GA/GWO are our guns and ammo

11. 11 Why we love our ‘guns’ (2) The information we gather from tools is like the ammunition for: Succes & Improvement (Survey, GWO-GA) Saving your guts when needed For saving money… Source: 8pt, medium gray

12. 12 Why we love our ‘guns’ (4) We experienced dutch IT departments have a pile of work stacked up so we use our tools to Fix (anything) that’s broken before we start GWO testing Gain visitor insights before we start GWO testing Source: 8pt, medium gray

13. 13 Why we love our ‘guns’ (5) In the end, the use of tools has the following benefits: Saving time & money on developing experiments (Hopefuly) Making money on successful tests Satisfying customers with an improved: Website & User Experience Conversion rate Insights on visitors Source: 8pt, medium gray

14. 14 Why we love our ‘guns’ (1)

15. 15 Why we love our ‘guns’ (3) Example of ourapproachwith Direct Wonen: Source: 8pt, medium gray

16. 16 Q & A We’d like to hear your experiences and insights Klijnstra@traffic4u.nl Twitter: Jancoklijnstra