Using Google Analytics Experiments effectively to improve conversions

Using Google Analytics Experiments effectively to improve conversions

Using Google Analytics Experiments effectively to improve conversions

Using Google Analytics Experiments effectively to improve conversions

Even if you have a great website with hordes of visitors, there is always scope for improvement. Evaluating the potential of a landing page is a challenge. Moreover, if your site is doing well, there is a fear that any tweaking will only lead to deterioration in performance. In such situations you can use Google content experiments to improve conversions.

What are Google experiments?

Google Analytics content experiments allow you to test effectiveness of your home page by comparing the changes in visitor behavior. You can set your goals in terms of conversions, time on page or any other parameter. This process enables you to constantly improve your landing page by measuring visitor response.

Setting up Google Experiments

There are three parts to Google experiments. To start the process you have to setup experiments using the wizard. Once this is done you can specify individual experiments and finally after the experiments you can access the reports.

You can click on ‘Create Experiment’ button to flag off. In the beginning you must specify the goal of your experiment in terms of the metrics you have selected. You must also specify the percentage of visitors who would be part of the experiment.
Once you have completed the above tasks, it’s time to choose the url of your original landing page and the variants.

You can choose up to five alternative url as variants. Google experiments will generate a tracking code which should be added to your web page – just like you had added for Google Analytics. With these simple steps you are ready to start your experiment. Now you can look up the information regarding your experiment like notifications, number of experiments running, start and end date for experiment.

A/B Testing With Google Experiments

In common parlance A/B Testing is also called split testing. By serving different web pages to the visitors you can evaluate the effectiveness and conversion rate of individual pages with A/B Testing.

Google experiments are a tool for A/B Testing and facilitate comparison of various web pages. The testing process can vary from one experiment to another. The process of collecting data for specific period with one set of web pages and then comparing with another dataset is a popular A/B Testing procedure.

This process of collecting data over a period of time can be tiresome and take too long to complete. With Google experiments, you can choose the percentage of visitors to each web page and evaluate results concurrently. This procedure is multi variant, which means you can test multiple web pages simultaneously.

It’s dynamic and leads to better understanding of visitor behavior. It’s important to set goals in A/B Testing and Google content experiments. The evaluation of results also requires a thorough understanding of Web analytics.

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If you have not used Google content experiments, it’s time to do so now. Setting up process is fairly easy and reports can throw up surprising results which can dramatically improve the performance of your website.

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