Improve Your Landing Page Conversion Rates with Google’s Website Optimizer Multivariate Testing Tool
Posted on 11th April, 2007
I registered with Google’s Website Optimizer and played around with it when it was made available for beta testers last October and experienced it first hand how it could improve my landing pages.
So what is Website Optimizer and how it can help you make more money?
Website Optimizer is a free multivariate testing application designed to help AdWords advertisers test different landing pages in order to determine which one drives the most conversions whether they are sales, sign-ups or downloads.
Multivariate testing is a method used to test many elements of a system, and in this case your landing page all at the same time. You’ll able to learn what worked and what didn’t as well as find the optimal combination of page elements that maximizes your conversion rates.
With Website Optimizer you can learn how your headlines, product images, body copies, prices points etc affect your sales and which combination of these elements produces the best conversion rates for you page.
When I first used it, I found that both my landing page (test page) and conversion page (or thank you page) have to reside on the same domain. So if you sell a product on yourdomain.com and use PayPal as your credit card processor, you would have problem integrating Website Optimizer into your website.
Good news is this is no longer a problem as now they allow different domains for the landing page and conversion page. I also find that Website Optimize suits best for landing pages with a single product to sell or with one conversion goal.
It does make much sense to test multiple products on a single landing page because you are basically pitting them against each other instead of trying to find how to improve the conversion rates of each product.
Can you use Website Optimizer in you blog?
To answer the question, you need to ask yourself what are the goals that you want to achieve in your blog. If you are writing a review of a product and wanted to find out how different paragraph or images affect your sales for that product on that particular post, then Website Optimizer would be helpful.
But if you just want to see how many visitors comes to your website or track how your page content affect your AdSense performance then this tool is not optimized or designed for such tests.
Now if the thought of coming up with elements to test on you page seems a little challenging or you are uncertain of what to test, check out my previous post for some ideas.
Then head over to Conversion-Rate-Experts.com to learn 101 ways to use Google’ Website Optimizer from the cute Conversion Rate Squirrel.