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by Dean Marsden on 11th April 2011
Google’s Website Optimiser isn’t exactly the most publicised or widely used tool; however it can potentially get you double the amount of website conversions without any further investment. You are probably thinking Great! I want to double my website’s conversions for no investment! Well, let me tell you how it works…
It’s commonly referred to as A/B testing or Multivariate testing, however Google groups both names in a service called website optimisation. It’s simple concept that is relatively simple to implement. All that is required is at least one design and/or content variation of the web page you want to improve the conversions on. Then it’s as simple as setting Google Website Optimiser to rotate which page is to be shown and the results are gathered.
Creating an A/B test
Here’s a brief step by step process of setting up a website optimiser experiment:
Multivariate experiments let you add many more combinations of headings, images and content dynamically through Google’s system. It can be useful to test many different combinations at once if your website receives high amounts of traffic so that you can save time. Straight forward A/B testing is recommended for websites with lower traffic as experiments show more accurate results the longer they are run.
The results of a website optimiser experiment are really quite simple to visualise. A measurement bar shows an increase or decrease in conversion rates for each page variation relative to the original. Other data provided by the experiment results further provide you with useful information:
You may think you have invested time into designing the perfect page, but only your visitors can truly tell you that. Sure your page may look good and be easy to use, but changing just the slightest colour or position can dramatically increase website conversions.
Conversion Rate Optimisation through Google Website Optimiser is a highly effective way to provide higher Returns on Investment (ROI).