Google Optimize for Beginners
Launched in June 2021, Google Optimize is a big player in the A/B testing tool market. It competes exceptionally well in terms of quality against expensive tools, despite being free to use.
With a recent study confirming that repurposing website content can increase organic traffic by over 106%, the platform’s ability to enable website developers to evaluate individual web page conversions makes it an incredibly lucrative tool.
At its most basic, Google Optimize is an online programme that embeds into your website and enables users to experiment with different ways of presenting content. Many businesses, for example, focus on optimizing conversion rates, with the programme allowing you to see how design changes influence customer behaviours.
Google Optimize consists of two key elements, both of which are integral to obtaining a comprehensive understanding of your business’s online presence:
- The Editor: This tool gives you the ability to create several alternative versions of each web page containing different content and test them directly against one another. It can be something as simple as editing the size of your ‘Call to Action’ button or as complex as changing the entire structure of the page.
- The Reporting Suite: This section enables you to integrate your Google Analytics account into your overall findings, with its figures allowing you to determine which version of a web page received the highest click-through rate.
Instinct and personal opinions, both of which can be incredibly unreliable, no longer have to be the driving forces behind website design, with the data collected from Google Optimize giving a detailed and thorough report on your website’s conversion rate.
The most valuable way to utilise Google Optimize is to carry out a series of tests through the Editing Tool. This trials each of the varying page formats on active users across the globe.
There are three different types of tests that you need to know about:
- The A/B Test: This is a randomized experiment that encourages you to test multiple versions of the same web page (Version A), each containing at least one characteristic that differs from the original version.
For example, Version B may have a different font format in its heading, whilst Version C might use bold text to highlight header text.
- Re-direct Test: This test allows you to test user responses to entirely separate web pages instead of different variants of the same page. You can thus assess which of your landing pages is gaining the most traffic and trial several other design formats to compare figures across the entire website.
- Multi- variant Tests: The final test format is perhaps the most complex, as it simultaneously tests multiple variants across a web page to determine which unique combination of elements proves the most successful.
There are, however, several limitations to Google Optimize compared to paid platforms that are worth noting, the most prominent being its restrictive data capabilities. For example, the tool can only run a maximum of five tests, making it difficult to test high volumes of traffic.
This is likely not to draw any problems for smaller businesses, but larger corporations may struggle to gain a comprehensive understanding of their entire engagement through Google Optimize.
Google Optimize cannot yet upload images onto their servers. Therefore, if you are curious to test the changes in conversion rates through modifying your website’s imagery, you will need to use your own server. Tools that offer more comprehensive features include, VWO, Optimizely, AdobeTarget.
Regardless of these potential drawbacks, Google Optimize’s power to combine its editing tools with your website’s analytics is a significant advantage to any team wishing to optimize their conversion rate.