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?
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 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 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’: