Increase Conversions with Google Website Optimizer

When designing a website, it is important to create pages that are user-friendly and lead to conversions. Sometimes deciding on the best possible design can be difficult, and once a website is live it the design might not be as effective as originally thought. Google’s Website Optimizer is a tool that assists in finding the best version of a website. Website Optimizer enables users to run two types of experiments: A/B and multivariate. Both tests can help improve conversions on a website, but some tests are better suited for A/B while others are better suited for multivariate.

If users want to test two or more completely different pages against each other, A/B testing is the right choice. For example, users can re-position and re-write the content or even alter the entire layout of the page. Multivariate testing would be more appropriate for modifying particular sections of a page such as images, contact forms, or navigation. In both tests, visitors are shown alternate versions of the page and Website Optimizer tracks the performance of each.

How is this useful? By using Website Optimizer, users can gain valuable insight from their audience into the design of their website. This information will help maximize its effectiveness, thus increasing conversions and the return on investment.