Google Optimize Part II

Google Optimize Experiment  Features 

  • The Experiment objective can be mapped to Goals, Pageviews, Sessions, Bounce
  • It is possible to set in what % of page Variants needs to be shown to visitors
  • It is possible to serve the test specific to region, browser, OS

Google Optimize Experiments Settings 

  • Objective –  The objective can be mapped to Goals, Pageviews, Sessions, Bounce Rate
  • Variant – Build Variant 1, Variant 2
  • Targetting 

    • Visitor Targetting
    • Traffic Segment
    • When the Experiement needs to be triggered
    •  When the Page Loads
    • Add Conditions (City, Browser, etc)

Google Optimize Reports & Google Analytics Reports  

Google Optimize Report – It is avaiable n the respective Testing Interface (Experiment Sessions,Improvement Overview,Goal Conversion Report, Conversion Rate Overtime) 

Google Optimize Report in Google Analytics

Google Optimize Report is available in Google Analytics in Behavior Sections > Publisher > Experiments

  • Experiment Sessions
  • Conversion
  • Conversion rate
  • Compare to Original
  • Probability of Outperforming Original

Linking Google Optimize with adwords brings full potenial of optimize & to acquire leads @ better CTL that results in better ROI 

 

Google Optimize / Google Survey Adds Value to Google Adwords

Those are the days, you need to build campaign in Adwords & test the landing page Via third party tool like offermatica, inspectlet, etc. Now Google Giant Launched Landing Page testing tool called "Google Optimize" in March 2017 & Sync the tool with Google Adwords New Interface few days back.

What is Google Optimize?
Free Landing Page Optimization  Tool to test the Landing Page Performance of different Variant


Platform that we can Test the Google Optimize ?
WEB & WAP Platform, we can test in Google
Optimize

Image Courtersy: iabramo.com

Types of Landing Page Experiment Can be done in Google Optimize?

Redirect Test  – Type of A/B test that allows you to test separate web pages against each other
The Two Separate Variant calls our webpages 

When to do Redirect Test?
If we want to test two landing page performance with totally different theme, design & communication & but the landing page objective is same. Go for Redirect Test 

A/B Test  – Test randomized experiment using two variants of the same web page (A and B)
The Multiple Landing Page Variant (Apart from Original) can be build using the Visual Editor Tool through Chrome Browser with the help of Chrome Addons

When to do  A/B Testing?
If we want to test two or more variant performancce in the landing page, then go for A/B Test

MultiVariate Test
Tests variants of two or more elements simultaneously to see which combination creates the best outcome. The Multiple Landing Page Variant (Apart from Original) can be build using the Visual Editor Tool through Chrome Browser with the help of Chrome Addons

When to do Multivariate Test?
If we want to test a landing page with differnt theme & different variant, go for Multivariate test. 
 

Firebase Product Real Time Facelift like Google analytics

Previously  in firebase it is not possible to validate the tracking during analytics implementation to minimize
the errors. Now in firebase, they introduce real time report

Like Google Analytics, Firebase launched two type off real time report to track the User engagement  

1. StreamView
2. DebugView


Image Courtesy : Firebase BlogWhat is StreamView?

  • Streamview is a firebase realtime report that helps to Monitor / Understand the User & Event Engagement for the past 30 Minutes

StreamView features

  • Individual User Engagement – It is possible to capture specific Individual user engagement report (User Snapshot). This is very useful for testing purpose (Click on User
     
  • Snapshot Button) 
  • User & Event Tracking Marquee – Real Time "User Tracking" by User Property Value, Location & App Version (Pls. Note: User properties are attributes you define to describe segments of your userbase, such as language preference or geographic location)
  • Real Time "Event Tracking by Top Events, Top location & App Version
  • Filter user property with Secondary Dimension, top events Country & App Version
  • Time Details Bar Chart – Time details bar chart for the past 30 Minutes 
  • Trending Report by User Property (OS / Device)


DebugView

  • Debugview is a testing phase real time report that helps to identify errors during analytical implementation
  • By default, Debugview is disabled. One need to enable Debugview on the development device
  • Stream Panel 

    • Minutes Panel (Left Panel) –  Count of Events triggered during the Minute logged upto 30 Minutes. 
    • Seconds Panel (Middle Panel) – Count of Events triggered during the particular time stamp
    • Top Events & user Property (Right Panel) – Top Events & Property populated during 30 Minutes from Development device

These real time report helps to validate the analytics implementation & track the different notification
performance real time 

Image Courtesy : Firebase Blog

 

Syncing WEB / WAP & APP Ecosystem Through Progressive Web Apps

Businesses build seperate set-up to handle WEB, WAP & APP platform. But with the help of the Progressive Web Apps, it is easy to manage the multi device request (Desktop, Mobile, Tablet) through centrialized concept called progresstive Web Apps. Moreover, Google recommends Progressive Web Apps

Advantage of Progressive Web Apps

  • Centralized Coding for Multiple Device – No need to tweak coding for multiple device (Desktop, Mobile, Tablet) Image Courtesy: http://blog.ionic.io/
  • Responsive Design – Customized User experience through responsive design for multiple device
  • Page Load Time – Progressive WEb apps loads the page instantly. Gives Better browsing experience
  • HTTPS Secure – Secured connect to WEB & APPS
  • Web Notification – Web push notifications makes it easy to re-engage with users by showing relevant, timely, and contextual notifications to the user, even when the browser is closed! 
  • Search Engine Friendly (SEO Optimized) – Progressive Web Apps are search engine friendly. We don't have to do SEO for WEB, wAP & APP ecosystem sepertely

Image Courtesy: blog.ionic.io

Does Mobile App Install / Uninstall does have relevance in future?

Image Courtesy - /blog.galaxyweblinks.comFor App platform, App Install & Uninstall is the key acquistion & product metrics. If a company publish new version, the existing & new users installs the New version of the App. Most of the companies come up with different strategies to maximize the install & retain the existing App Consumers.

The Existing Install & Uninstall Concept is painpoint for business & consumers because, every new version is realised the consumer needs to be update / install the App. 

In Future, I personally feel that there is no concept of Install / Uninstall. The App can be accessed from cloud. Just register / login from the cloud. 
 

Why Google introduced Google Data Studio 360?

Image Courtesy: http://online-behavior.comWhy Google introduced Google Data Studio 360?
The objective is to build integrated visualiation report from different data sources mainly from google products & from open source data tools in future.

Google Data Studio 360 – Eye Candy Data Visualization tool for Google Products & much more

Few days back google launched Google data studio 360  to connect & build eye candy graphic visualization reports

What type of Data sources you can connect with?
As of Now, you can connect with different data sources (Initally to google products that generate data like Google Analytics, Adwords, Youtube, Google Sheet, Big query). In future, you can connect with SQL 

What type of graphical representation you can do?
Charts, Graph, Pie Chart & much more

Is it possible to connect multiple data sources?
Yes, it is possible to connect with multiple data sources in one platform & represent the data from these sources

How for the product is Flexible?
You can see the graphical representation for different time window & understand the trend

Is it possible to import external data?
Yes, it is possible to track the external data (through calculated fields) & sync with your other data sources for meaningful insights.

How many reports you can build?
You can build upto 5 reports for free

Pokemon Go – Game of location based Virtual Reality

Image Courtesy - PCMag.comPokemon Go App crossed 1.6 Million downloads in a week. This is because the App is addictive & Viral in nature.

Why the App is Viral?

  • Animation Character –  App with the animation character called Pokemon Since 1995 
  • Audience – The people who have Seen Pokemon & grown are in the age of 20 to 30yrs
     
    Image Courtesy: PCMag.com
  • Connect – Young Audience can easily connect with the character & play
  • APP USP – Location with Animation provides the real time activity exprience (Whether, other gaming app lacks)

When i was a kid, our generation was much fascinated with 3D movies, Where movies give us good visual experience. Now a days most of the animated movies are comes with 3D effects.

What Next for Pokemon G? (Just a prediction)

  • 3D – They will provide 3D effect. You need to wear 3D Glass for better Visual experience
  • Group Game – Finding Pokemon in Groups
  • selfie – after winning the Go, we have click a selfie with Pokemon
  • Tie-up – They have tie-up with fitness products like Fitbit to promote futhur. There may be a chance, the app is acquired by Fitness companies

Advantage 

  • Pokeman Go makes you walk. 
  • It provides you vitrual & actual gaming experience

More Gaming Apps follow Pokeman USP. Surely, Pokeman Go is a game changer in Digital Gaming Industry.

Cutting distribution channel Offline? How?

I am a digital marketing & analytics professional. One advantage of digital medium is that, it cuts the distribution channel. That is why, the ecommerce portal selling products in competitive price & passing the benefit to consumers 

Cutting Distribution channel in Offline – Strategy

Few days back, I read an article that one FMCG (ID Fresh) is started opening "Trust Shop" in Gated communities in Bangalore & Chennai. 

What is Trust Shop? How it cuts the distrubution channel

Trust shop, where no sales person exists. The FMCG food products are stocked in the refrigerator (Batter, parrates) inside the gated community. The consumer take the product & pay as they like. The shop runs on trust. There is no supervison / monitoring (Like Web cam), etc. 

By doing so, the company cuts the intermediates & stock the product in the consumer zone. They don't have to pay the middleman (Store keeper). 


"Trust Shop" from Business perspective

Advantage

  • Brand value – This will build brand equity & value.
  • Profit – Maximizing the profit by cutting the distribution channel
  • Elite Group – When Tracking Elite Locality, payment is 99%
  • Consumer behavior – The product is within the reach, habituating the consumers to buy

Dis-Advantage

  • No Monitoring – There is no monitoring exist. There are chancesAround 15% of people won't pay
  • Product Tamper / Product expiry – If the product got tampered or the exipired product are displayed, it affects the brand
  • Stocking – Restocking interval is not same for all the real estates

"Trust Shop" from Consumer perspective

Advantage

  • Convenience – Food Take Away is Near by. Pick & pay anytime
  • Branded Product – Quality is not at stake

 Dis-Advantage

  • Monopoly – Only product is displayed
  • Issue – In case of issue, consumer cann't communicate immediately
     

Street Toy Seller marketing strategy to sell without promotion

I come across a street toy seller…. Yes, there is so many toy street sellers… But this guy is something special that made me to stand & watch his toy selling marketing approach. These  are my take-aways from him. 

Photo courtesy: AlamyTarget Location: This Toy seller sits before the well known childrens hospital. This is Pull marketing strategy. Customer will reach him naturally. 

Targeting Discussion Making Unit 

  • Initiators – Display of vareity of toys naturally/impulsively attracts the initators 
  • Influencers – The Initiators easily persuade the buyers. Influencers does the marketer job by emotionally persuade the Initiators
  • Buyer – Influence to Buyers conversion will be 99%. 

Timing : This person opened displayed this stuff during high visitors time of hospital (Out Patient Visiting time)

Product Offered: More option of toys variance to choose from. By doing so, the probability to Sale Conversion is more

Pricing: Flat/Same Price for all variety of toys. Pyschological pricing strategy. This approach is used when the marketer wants the consumer to respond on an emotional, rather than rational basis. 

Promotion : Zero percent promotional effort required

Upselling – Because of variety of toys, the probability of upselling is more

Google Drastic Ad Position Change Impact / Insight

Google confirms "Adwords Ads in search result in the right hand side ads will be removed global from desktop" Why?

Desktop Ads Presentation change – Google is switching up how it displays ads on desktop searches, removing them from the right-hand side of results and putting them only at the top and bottom of the page. (Source Link: http://www.thesempost.com/google-adwords-switching-to-4-ads-on-top-none-on-sidebar/

Paid Ad Feature – 4 Ads on the Top & 3 Ads in the bottom

From advertisers perspective

  • Eye ball movement & click behavior – If we study the Google Search Result Page heatmap, Around 82% of the engagement is happening in top 4 result. Pls. find below the heatmaps screenshot. 

Courtesy:
(Image Courtesy: Moz.com)

  • Organic Search result engagement behavior – this will reduce the organic real estate promimence significanly.
  • Brand bidding pressure  – Advertisers are forced to bid for Brand keyword variance because of search ad real estate prominance
  • Page Navigation Paid Ad CTR – The CTR of No.2+ Page will increase as compared to existing because of the position prominence

From google Perspective

  • Revenue Driven – Google revenue will increase from desktop search due to re-align of paid ad property towards high eye ball movement position
  • Right Panel Real Estate – Now, Google has to option to promote any google product (Youtube, ecommerce ads) in the right panel