Improving Conversion Rates
Your interactive marketing website is up and running and conversion rates aren't what you'd like to see. With the multitude of factors that affect conversion, it can be difficult to know what needs to be changed. That's why Google created Google Website Optimizer (GWO). This free program from Google allows you to perform various tests to find areas for landing page improvement and the best combination of content and features on your site to optimize conversion.
How It Works
Google Website Optimizer allows you to perform A/B or multivariate testing.
A/B testing directs your traffic to two (or more) pages, each featuring the same basic content with one difference—the element you want to test (such as a different title, button, copy, or image).
Multivariate testing allows you to test a combination of elements on the same page, with different visitors being shown different versions of the same page.
Below are recommended steps to follow to start using Google Website Optimizer. If you need assistance in any phase or would like to dive deeper into Multivariate testing, contact us for assistance.
Planning for Google Website Optimizer
- Start with a simple test
- Decide what to test: content, images or calls to action
- For example, test & compare two calls to action “view now” or “click here”
Google Website Optimizer Set Up
- GWO presents the alternative webpages to visitors automatically
- Track the conversion results with the easy to interpret report
- Use the results to choose the more effective option, drop the loser & keep the winner
- Use the insight to make website changes for improved conversion & ROI
- Use the winner as a baseline to continue testing
- Try more complex testing scenarios
Google Website Optimizer Best Practices
- Select pages that get a lot of traffic (top landing pages is a good place to start) & goals that convert frequently
