screenshot639Google Website Optimizer is a tool that allows you to run tests on a page to see if changing, content, images or even the entire page will increase user activity on your site. There are two types of test A/B Split Testing or Multivariate.

Here is an Example of A/B Testing – you have a landing page that presents two options to a user, fill in a contact form or download a brochure. You really want people to fill in the contact form as you are aiming to generate sales leads. Unfortunately more people are downloading the brochure. So you get your web design team to come up with some new ideas.

In the next team meeting you choose a design as offering what you see as the best chance to increase user clicks to the contact pages. However you are not sure if it will just turn visitors away, at least with the old page visitors where downloading brochures!
Using GWO you are able to present the new design to visitors of the site and then compare which design generates more sales leads (Goals), the original or the new version.
After installing a few snippets of code then test can be run.

Depending on how much traffic your site gets you could soon start seeing results. GWO will show you which page offers the best chance of turning visitors into sales leads.

The above example is only very simple, comparing one page to another.

Google Website Optmiser can take it much further. On a single page you are able to compare many different pieces of content. For Example you could try the same landing page with three different headlines and three different colour buttons. GWO would then try the different combinations Headlines and colours to see what works best. This is called a Multivariate test.

What kind of test you need to run will vary on the complexity of the page and what your Goals are but with GWO you are able to very quickly setup a test and start seeing results.


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