What Is Google Website Optimizer?

Google Website Optimizer is a program that runs multivariate and A/B split experiments on webpages. Running these experiments helps determine which page elements result in the most online conversions.

A/B Split Testing with Google Website Optimizer

A/B split testing allows you to dynamically swap in different variations of a single page with different layouts, designs or any other changes you think might convert better all from the same URL.

For example: you design a new landing page you think will convert better than your current one, but you want to be sure before making the change. You can test your newly designed landing page against the original page to see for sure which page converts best and make your change with confidence!

Multivariate Testing with Google Website Optimizer

Multivariate testing allows you to swap in different sections within a page, measuring the effectiveness of each variable, and ultimately providing a recommendation on the best combination of variables to create the highest conversion rate possible. This is commonly performed after an A/B split test to get that extra lift in conversions.

A typical experiment would comprise of a landing page broken out into 3 different sections – header image, content, and form. You would then have 3 (you can have more or less) different variations of each section that would be rotated through the page. With 3 sections and 3 variables for each section you would have 3 x 3 x 3 = 27 possible variations of the page. Conversion rates are measured throughout the campaign to determine which variation of the page converts more effectively.

Google suggests using A/B testing before and after a multivariate test to ensure you end up with your best possible landing page.

Ready to increase conversions on your site? Contact 6S Marketing about their Google Website Optimizer Experiment services.

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