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Posted on October 19, 2006
Google's Latest Testing Tool
BY BEN CASTELLI
Google just announced yesterday it will be releasing yet another free service, Website Optimizer. Straight from the Google Analytics Blog:
"Website Optimizer is a free tool that helps AdWords advertisers test different landing pages and determine which one drives the most conversions. A true multivariate testing tool, Website Optimizer allows you to test variations of headlines, promotional copy, and images. The tool allows you to update your site with the winning test combination and continue to experiment."
I recently posted on the importance of split testing landing pages and after initial review, Website Optimizer looks like a great tool to facilitate the testing process. It goes beyond the elementary A/B split testing and offers multivariate testing. Multivariate testing allows you to test different ideas for images, headlines and sales copy on different landing pages at the same time, delivering insight into which combination of elements work best to increase conversion and ROI. Here is an example screenshot from the combination report which shows which combination of elements you are testing are performing the best.
The guys over at ROI Revolution pointed out one very cool aspect of the new Website Optimizer: "The comprehensive reports of your test results work similarly to Google Analytics, and are VERY EASILY applied to pages already tracked in GA." This is great for users who are already running Google Analytics and are familiar with interface and set-up process.
As the Google machine keeps rolling out the free analytics and testing tools to help advertisers improve their campaigns, the only challenging part is finding the time to stay educated on all of them. Currently Web Optimizer is in beta launch and available to AdWords advertisers on a sign-up basis.
