If you have ever wondered what version of a page leads to the most conversions, A/B testing can help you find the solution, and it is easy to do with Google Analytics. A/B testing is the process of testing at least two variants (A and B) to understand what leads to the most completions in online advertising. Google Experiments lets you test different changes and variations to a page to see which version resonates with your viewers. It could be that an image, more conveniently placed button, or embedded video in a new place could really affect how you hold visitors!
So why should you test?
- Increase goal conversions
- Small difference can equal a huge impact
- Understand flow of conversions on your site
- Your competitor is testing to gain an edge on you!
You have a page with a link on it that leads to a client site. Your objective is to get as many visitors as possible to click on the link. Should you just insert the URL, or hyperlink a picture, or maybe just hyperlink the client name to their website? The path is the same, but what is the best way to get that conversion? Use Google Analytics to find out.
With Google Analytics you can create the three different pages of the test page (with URL, with hyperlinked picture, with hyperlink client name)(see below) and embed the code in each page.
- Define what percentage of people should be included in the test.
- Compare versions of a page to determine the most effective one
- Learn your visitor flow over the site
Google Content Experiments is an easy to use analytical tool that can really help you learn about, then target, your viewers. If you are interested in running a Google Experiment and want to learn about how to do it yourself, check out this blog by Nick Eubanks at Search Engine Watch or check out Google’s own Analytics Blog. If you want to run some experiments but aren’t sure how to do it, consider eStyle Marketing for your web analytics.