As a marketer, we are always looking for new tools to make our job easier and our insights greater. Sometimes, however, the tool may be right under our noses with the familiar old standby. Google has announced the beta for Google optimize. It is already available as part of Googles Analytics 360 suite. You can sign up for it for free here.
The free version of Google Optimize allows you to:
- Conduct A/B (split) testing
- Limited Multivariate Testing
- Redirect test – Test URL’s against each other (ie. two distinctly different landing pages)
- Integrates with Google Analytics
- Deploy geographic or user attribute targeting
- Conduct experiments using Google Tag Manager
Once signed up, you will be able to use the same Google Analytics interface for easy navigation. You can also seamlessly use your existing Google Analytic site data to identify target areas for improvement. This will reduce hassles of integrating 3rd party tools and does not bode well for these testing tools. This platform promises to reduce testing time from a few days to mere minutes.
Now, is the time to make sure your Google Analytics implementation is set up properly. Review you GA dashboard and fix any custom properties like audience segments, content groups, or goals to make sure they are being tracked properly. The saying “garbage in, garbage out” applies here as your experiments will not yield any valuable insights if based on incorrectly defined goals or segments in your analytic account.
So, before launching a page redesign or adding a new landing page, use optimize to conduct A/B test on the changes or potential design alternatives. There is also the ability to conduct multivariate test and URL redirect tests.
Before embarking on a change to your site, take the time to perform a test to see if the change results in a statistically significant improvement. Consider each of the elements on a page, from the title, a graphic, or CTA; changing any one of those elements or the position is one way to conduct the test. A split test or A/B test is used to test a single change against a baseline while a multivariate test can test several elements at once.
Some marketers believe their instinct or gut is more reliable than testing. While it is great to have confidence in oneself, it would not be difficult to prove this wrong. At the other extreme, is to get into analysis paralysis and test every little thing. This will cost valuable time without yielding significant results. The best track is somewhere in the middle.
Remember, every website is different and has a different audience. This means that the split test results from another company will not necessarily apply to your company and website. This is true even if you are in the same industry or niche.
For more information on internet marketing and website design check out our blog at www.paveya.com/blog or contact us today at 1-855-372-8392.