EXPERIMENT IN ORDER TO IMPROVE

Google Optimize 360 launched just a few days ago and is one of the many tools in Google’s Analytics Suite 360.

Analytics 360 will enable the modern marketer to understand what works well, what works less well and what doesn’t work at all.

Google Optimize allows you to test variations of different web pages so you can see how they score against a specific objective. It monitors the performance of your experiment and tells you which version gets the best response.

This shows a willingness to do more with the data that Google Analytics provides us with.

“With Google Optimize, we’ve been able to provide more engaging content to The Next Web’s readers — converting them from new readers to loyal customers.” Martijn Scheijbeler (The Next Web)

WHO IS IT FOR?

Everyone who creates websites can use it. For example, marketing professionals can experiment with landing pages to increase conversions. Publishers can test different layouts; social media managers experiment with various sharing strategies; and designers can test new website designs.

WHAT DO YOU NEED?


  • A Google account
  • A Google Analytics tracking ID
  • A Chrome browser
  • Extra line of code in your Google analytics script tag

 

HOW DOES IT WORK?


A/B testing

Tests two or more variants of a page. Also called an A/B/n test. An A / B test, sometimes referred to as an A / B / n test, is a random experiment with two or more variants of the same web page. A variant is the original and the variants B to n are the element that has been modified with respect to the original, for example, a different colour for a call-to-action button.

Multivariate test
Multivariate testing
compares variants with two other sections. Multivariate testing (MVT) compares two or more elements simultaneously and sees which combination produces the best results. MVT tests are very suitable for the optimization of multiple aspects of, for example, a landing page.

Redirect test
Redirect testing
tests separate web pages identified by different URLs or paths.

 

Example:
We’re doing an A / B test on the call to action on oink.be ‘view work’:

 
CONCLUSION

Google Optimize has a simple interface, with an editor to customize the website. This only requires basic knowledge of HTML and CSS. The data is visible in your Google Analytics account under the section “experiments”.

(RE)TARGETING

Another interesting feature is ‘targeting’. For example, you can focus the test on visitors from Ghent or on certain browsers or on whether you are on a mobile device or a desktop.

A FEW DOWNSIDES

You can only set up three experiments with this free version. Also note that things can get nasty when you move stuff in the editor. When we moved our menu bar, for example, it became unresponsive. But since you don’t change anything directly in the cms of the site, you will always be able to cancel the experiment.

Another disadvantage is that some (re)targeting options are not available in Google Optimize.

Google Audience Targeting, for example, is not available in the free version. But it would allow you to display a discount message for loyal shoppers. So with Google Optimize, you would be able to test your website while also enabling retargeting.

All in all, the free version is a user-friendly tool that provides insights into consumer behaviour on your websites without the need to possess much knowledge of HTML and CSS. However, for larger websites you need the extended version (for which there is a charge).

Bart Van Costenoble
Traffic analyst & webmaster Oink

GOOD READS AND SOURCES
https://searchenginewatch.com/2016/10/05/google-optimize-and-session-quality-score-a-brief-guide/
https://support.google.com/360suite/optimize/answer/6197440?hl=en&ref_topic=6314903
https://analytics.googleblog.com/2016/09/announcing-smart-fast-acting-analytics-for-everyone.html
http://blog.littledata.io/2016/10/05/google-optimize-versus-optimizely/