In my most recent blog post, “Take the Guesswork Out of Web Design,” you learned how to determine the “hot spots”, or highly clickable, areas of your website. Now we will delve deeper into the inner workings of your website visitor by creating test webpages.
Google has released another easy-to-use tool, the Google Optimizer (www.google.com/websiteoptimizer). This tool lets you test content, titles, images and other variables on your webpages. There are two different test solutions available – Multivariate Experiment and A/B Experiment. A/B Experiment allows you to compare the performance of two entirely different pages, whereas Multivariate Experiment allows you to test content variations in multiple locations of the same page. This can be extremely beneficial to testing layouts, design, and calls-to-action on various webpages. No longer do you need to create multiple webpages for your PPC landing pages to test what works best. Instead, simply create one landing page for your PPC campaigns and set up different variations using Google Optimizer. This testing method will create less duplicate webpages on your website – duplicate webpages can hurt SEO efforts – and will provide less maintenance for PPC accounts.
Google Optimizer is also useful in testing the overall effectiveness of website pages. Choose two webpages on your website and set up a Multivariate Experiment for each of the pages to test the content and/or layout of the page to see if you can increase clicks or conversions. You may find that these small tweaks increases engagement with website visitors and allows you to determine what visitors want to see on your website.
Set up an experiment today and see if you can improve website conversions.