The Benefits of Google Optimize

Written by: 
Molly Niemczyk

Google Optimize is a powerful tool that allows a user to run tests on their website to gain insight into what’s working and what could be improved with no coding required. Users can quickly identify problem areas and use Google Optimize’s features - such as the visual editor - to experiment with different variations of their website and gain more customers as a result. As an added bonus, Google Optimize is natively integrated with Google Analytics, making problem identification and code implementation a breeze.


Testing, 1, 2, 3…

Interested in making a major change to your website, but not a clue where to begin? Whether it’s a desire to change layouts or try out new content, there are a number of different tests and experiments users can run to determine the best course of action. Let’s go over some of the most popular methods of testing that you can try with Google Optimize.

A/B testing lets users test multiple pages of a web page (Variant A against Variants B through n) to determine which one is most effective. The pages are served at similar times to minimize the impact of external factors. This test is most effective when testing one or two small changes, ie. testing two different font colors.

Multivariate testing allows users to change multiple page elements and analyze which combinations best achieve their business goals. MVT tests let you compare variations simultaneously, such as headlines and images, a good strategy if you’re looking to optimize multiple things on a page at once.

With split URL testing, users can test different pages against each other. Also known as a redirect test, this method identifies the test variants by URL instead of individual page elements, a useful distinction when testing extremely different pages.

If you want to try experiments that aren’t limited to client-side changes, you can implement a server-side experiment, which lets users deploy “[their] own variants on [their] own system”. With this test, the user’s code performs the majority of the tasks, while Google Optimize is used to do things like create experiments and view reports.


Personalization is Key

No two customers are alike; that’s why Google Optimize lets users adapt the pages on their website to suit the needs of a variety of customers. Once you’ve run an experiment, you can easily launch the best version of your site using personalizations, or permanent changes that are tailored to a specific group of visitors. Essentially, all visitors that meet certain targeting conditions will be shown the website changes or personalizations you specify.

Optimize 360 is an even more powerful version of Google Optimize that allows users to “deliver custom experiences to [their] Analytics audiences, without needing to build new ones.” If you want to connect with users that have specific interests or have recently converted, this version allows for custom JavaScript targeting.

Are you interested in optimizing your website’s performance? Our team of experts at Relevance Advisors wants to help your B2B business succeed. Reach out today to learn more about how we can help you leverage Google Optimize and other tools to improve your business.


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