22Mar/100

Google Website Optimizer for Web Site Optimization

Google Website Optimizer is a free application that allows you to, as the name says, optimize your web site. Web site optimization refers to a process by which you get the best performance possible out of your web site in order to get the highest returns. In other words, you want it to help you get as many sales as it possibly can. Google Website Optimizer can help you by taking a lot of the guess work out of the process.

The way you test any type of marketing campaign for customer reaction is called split testing. Basically, it means you test different versions of the same thing between customers to see which one performs better. Split testing methods range from the easy A/B Split Testing, where you test two versions of one element at time, to the complex multivariate testing which employs algebraic metrics and allows you to test different versions of an entire page if you so desire. Whichever you choose, Google Website Optimizer presents you with easy to understand results that shows you which versions are performing better.

Everything you want to know about split testing can probably be found within the Google Website Optimizer. It contains videos and articles that explain how the process works along with ideas and suggestions for places to start in your testing process. It will hold your hand, guide you through your first tests, and stay with you even when you are ready to move on to more complicated testing.

Designed with marketers in mind, the Google Website Optimizer lets you test from a marketing standpoint, with as little IT support as possible, because it takes care of most of the IT stuff for you. You simply decide what you want to test, create the different versions you want to test, load the whole thing into the optimizer, and see what happens. The Google Website Optimizer will alternate your various versions between your site visitors and then track who sees what and how they react to what they see.

The benefits of using Google Website Optimizer include an increase in conversion rates, leading to an increase in sales, resulting from the improvement of the web site. Specifically, an improvement to your landing pages can keep those customers that were previously not sold due to poor landing page design. It’s a shame to get the customer to your landing page through a great email or banner ad, and then lose them to a faulty landing page. Google Website Optimizer can also help you create better lead generation forms, which of course can bring you more potential customers. Overall site improvements can keep your visitors around longer, which also increases the likelihood of more sales.

Google Website Optimizer can help take the guess work out of what to try because it shows you what works, If the people you work with have different ideas, you can test them all and the software will show you the best performers. The goal of any type of split testing is to optimize your marketing campaign, which creates more leads, which creates more sales, which increases your bottom line. Google Website Optimizer can make the entire process easier and faster while producing great results.