Split Testing and Google Website Optimizer
Think about your website — would it be better to have the form at the top of the sidebar or the bottom? How about the pictures; should they be slightly larger? Does free shipping pay for itself? Red buttons, green buttons, what about different buttons for every page?
Google Website Optimizer
Google Website Optimizer is a free solution that provides a scientific answer – it won’t be subject to the changes in the economy, seasonality or competitive landscape that “before and after” tests have to deal with. Website Optimizer will tell you which design converts better, and the data are based on real usage and statistics.
How does Google Website Optimizer work?
Website Optimizer comes in two “flavors” – split testing and multivariate testing. Split testing is straightforward – you create alternate pages to the page you are testing, and the software serves up the alternates randomly to visitors. It tells you when one of the pages is a winner. Multivariate testing uses the same concept, but enables you to learn more about specific parts of a page. To learn more about multivariate testing, go here.
What should you test?
Knowing what to test can be the hardest part of this “conversion rate increase” project. Remember that the more your new design varies from your old design, the better your chances at having a wild improvement (or wild failure.) We can help you decide which questions to ask.
Learn more about Google Website Optimizer and how we can help you create simple or very sophisticated tests.
