Google Optimize: Website Testing, A/B Testing & Experimentation Platform Overview

Google Optimize is Google’s new website testing and experimentation platform. For most users, it will enable quick and easy testing of page design and content changes. While the free platform is publicly available today, we’ve had some time to play with Google Optimize through early access.

*Visual representation of how Google Optimize enables on-page editing (image from Google)*

Notable features include:

Great integration with Google Analytics and Google Tag Manager
Use your already built original and variant pages OR build new variants with Google Optimize’s on-page visual editor.
A/B or multivariate testing
Improvement tracking along with built in probability and confidence calculations.

*Screenshot of Google Optimize in edit mode.*

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While older versions of Google’s website testing platforms only supported “Page 1 vs Page 2” sort of testing, the new platform supports testing multiple variables as well as building test pages right within the tool. With this platform, you can test assertions such as:

Is this new page design better than the old one? How much better?
What is the best Call To Action (CTA) for our product pages?
Is it better to use an image banner or a video for our service page?
Should we have all the content on one page, or split the content out into lots of little pages?

Love Google Optimize and need more testing? Maybe you should look at Google’s paid Optimize 360 product. Differences between the free version and paid are available here. It’s also important to note that the free version is currently limited to 3 concurrent tests per container, though that should be plenty for most introductory users.

Do you want to know what designs drive your customers to action? Give us a call and we’ll help you.

We are currently running Google Optimize on this blog post right now! Can you guess which tests we are running?

Stay tuned for results in the next coming weeks.

Understanding the Core Features of Google Optimize

Google Optimize offers a robust set of features for website design and optimization enthusiasts. The platform allows users to create and run A/B tests, multivariate tests, and redirect tests. These testing capabilities enable website owners to compare different versions of their pages and determine which one performs best.

Setting Up Your First Google Optimize Experiment

To begin using Google Optimize, users must first link their Google Analytics account. This integration allows for seamless data collection and analysis. Once connected, users can create their first experiment by selecting the type of test they want to run and defining their objectives.

Advanced Targeting Options in Google Optimize

Google Optimize provides various targeting options to refine test audiences. Users can target specific segments based on location, device type, browser, and custom dimensions from Google Analytics. This granular targeting ensures digital marketing strategies can be tailored to specific audience segments.

Analyzing and Interpreting Test Results

Google Optimize presents test results in an easy-to-understand format. The platform provides detailed reports showing the performance of each variant. Users can view metrics such as conversion rate, bounce rate, and revenue per user for each variation tested.

Integrating Google Optimize with Other Google Tools

Google Optimize integrates seamlessly with other Google marketing tools. Users can leverage data from Google Analytics to inform their testing strategies. Additionally, Google Tag Manager can be used to implement Optimize on websites without requiring code changes.

Best Practices for Successful A/B Testing

To maximize the benefits of Google Optimize, users should follow best practices. These include formulating clear hypotheses, running tests for an appropriate duration, and avoiding common pitfalls such as testing too many variables simultaneously. Proper test planning ensures reliable and actionable results.

Leveraging Google Optimize for E-commerce Websites

E-commerce website owners can use Google Optimize to enhance their online stores. The platform allows testing of product page layouts, checkout processes, and promotional offers. By optimizing these elements, online advertising efforts can be more effectively converted into sales.

Google Optimize and Mobile Optimization

With the increasing importance of mobile traffic, Google Optimize offers mobile-specific testing capabilities. Users can create and test mobile-optimized versions of their websites. This feature ensures that websites provide an optimal user experience across all devices.

Ethical Considerations in Website Testing

While testing is crucial for optimization, it’s important to consider ethical implications. Users should ensure that their tests don’t mislead or disadvantage certain user groups. Transparency about testing practices can help maintain user trust and improve overall user experience.