Google Website Optimizer is a free tool you can use to carry out split tests on your website. Split testing allows you to compare specific elements on your site’s pages in order to make your overall website more effective. For instance you would want to test “Headline A” over “Headline B” to determine which headline engages more clients. Using a split testing script like Google Website Optimiser, you create two versions of your page featuring different headlines. After uploading your new page and validating your script, Google Website Optimizer will launch both versions of page in random order as people visit your site, allowing you to determine conclusively which headline variation is more persuasive to your readers.
Using A/B Split Testing or Multivariate Testing
In the example above, we are wanting to test Headline A against Headline B, where all other elements on the site remain constant, this is know as “A/B Split Test”. Generating results with A/B split testing can be extremely slow, as there are an unlimited number of variables on your site that you could test, only performing one split test at a time means that it could take a while for you to hit on the variables that lead to the biggest improvements in your website’s efficiency.
Multivariate testing is the more advanced process of performing tests. When testing multiple variables against each other, it can be difficult to determine which specific variables led to the improvements you see, which is why it takes a more experienced tester to make the right conclusions based on the data that’s generated.
How To Set Up A Google Website Optimizer Test
Head to http://www.google.com/websiteoptimizer and log in with the same Google account and click on “Create another experiment,” and select either A/B Split or Multivariant Testing.
The next screen that appears asks you to take a few preparation steps before proceeding with the test. They include:
- Identifying the specific page you want to test (for example, your home page, your checkout page, your upsell page, etc)
- Creating each variation page you’ll use in the test and uploading them to your site (following the example above, you’d create two versions of your home page, each displaying a different headline version you want to test)
- Determining your conversion page (aka – the page a visitor lands on that confirms that a conversion has taken place)
Once you have this information ready, check the box labeled, “I’ve completed the steps above and I’m ready to start setting up my experiment” and click “Create.”
Then enter the information that you would want to test, see below:
After uploading all of the information, press the “Validate” button and Google Website Optimiser will confirm that your test has been set up correctly. Check back periodically to view your progress, but remember that it’s a good idea to collect data on at least 100 completed conversions before drawing any conclusions about your data.
The most important advice is to simply start testing and keep testing continuously and document the changes. If you are looking for complete marketing solutions ideas, a Melbourne Marketer, or an Australian freelancer, contact us for a FREE no obligation quote.