The Quick Guide to Google’s Website Optimizer

Google’s Website Optimizer tool is a free service that can perform some very powerful conversion tests for your website. Optimizing conversion rate can lead to more sales, more leads, and visitors spending more time on your site. The service can be accessed though the Google Website Optimizer page or through any AdWords account.

A/B Experiments

The A/B type experiment is fairly straightforward. With this experiment Google will test multiple versions of your site against each other. Each version is its own unique page. Visitors to your site will be divided up and directed towards different versions of the site. After deciding the pages you want to test, a conversion page is needed. The conversion page is used to track how many visitors eventually end up clicking through to the conversion page. This can be set up as a simple or more complex call to action such as clicking for more information or submitting an email address. The actual content of the conversion page carries little importance.

After establishing the test and conversion page, Google will generate tags (pieces of code) to place on the pages. The tags need to placed as follows:

Original Page

Place the control script before the <head> tag
Place the tracking script before  the </body> tag

Variant Page(s)

Place the tracking script before the </body> tag

Conversion Page

Place the tracking script before the </body> tag

questions about tag placement? Send an email to info@sparkplugdigital.com

After all tags have been placed properly the test is ready to go.
Click the “Start Experiment” button to get the process started.
Kick back, track your progress, and make adjustments as needed. It really is that easy.

Multivariate Experiments

The multivariate experiment is a way to test different elements within a page. Google recommends performing this type test only if your website is receiving some substantial traffic (more than 1000 views a week).The experiment can test up to 8 different sections on a page. These sections can be a heading, a graphic, and just about any other type of clickable section.

Just like the A/B test, you’ll need to establish a conversion page and install some tags

Original Page

Place the control script after the <head> tag
Place the tracking script before the </body> tag
The page section script is placed at the beginning and end of every test section

Conversion Page

Place the conversion script before the </body> tag

You can now add test variations to various sections on the page.
Click “launch now” to start the experiment.

The more traffic data you receive, the more you’ll be able to analyze conversion rates and make smart decisions regarding what should (and shouldn’t) be on your site. The test will take some time to complete, however the data will be very valuable.

Still have questions about using Google’s Website Optimizer? Email info@sparkplugdigital.com

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