Recently at work I finally had the opportunity to try out Google Website Optimizer, which is an A/B and Multivariate testing tool. We wanted to test different creatives on a landing page to see which performed better. Before trying out the tool, I picked up a copy of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, which gives a great overview of how to setup and manage testing and optimization.

The setup was fairly easy, we were instructed to add javascript tags to our page – which would allow us to then setup variations that would show depending on how much traffic we wanted to split off to the test. We also added a conversion tracking javascript snippet to the conversion page. After we setup our variations (2, although the more variations – the better) – it then took a day for the results to start showing up. There is a line graph which shows which variation is winning, plus metrics such as estimated conversion rate, observed improvement, and chance to beat original. The more traffic you can send to your test, the better the results and learning you will gather.

I have learned so far with this test, that the results are pretty close – almost too close to have a clear winner. I would like to try some more variations and the really nice thing about using Website Optimizer is once your test is setup – its as simple as editing a CMS when you want to add more variations. The variations will be instantly added into the mix.

Additionally, Google has a great suite of tools for managing and optimizing your website. The tools which I frequently use are:

Categories: WebWeb Metrics

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