The website must be user-friendly, only then will it encourage the purchase of products, the sale of services or the performance of other desirable activities, such as signing up for a newsletter. If the website does not meet these requirements, it is necessary to optimise and implement the necessary changes. Every change should be thought out and serve something. How do we know what changes are necessary? Here we can use the Google Optimize tool.
Why is Google Optimize such an important tool?
Before making changes on the website, it would be worth knowing that their implementation will bring the desired results. Google Optimize allows you to conduct site testing and experimentation. Using this tool, it will be much easier to adapt the service to the requirements of the recipients, improve its functionality and engagement of users. Google Optimize allows you to optimize pages for UX, test website designs and change content.
Using Google Optimize
If these conditions are met, you can create a new Google Optimize account. The tool allows you to carry out different types of experiments.
A/B tests
A/B tests are the most popular type of tests. They allow to determine which version of the page or subpage is more effective, which layout is more attractive or which content is more interesting to users. The most common comparison is the original version (A) with its alternative (B). To execute, simply implement the container on the website. With Google Optimize, users will be displayed two versions of the page, and after the test, we will receive a report that proved to be more accurate. A/B tests allow you to verify really many elements, e.g. distribution of content or colours.
Google Optimize is an intuitive and easy to use tool, and thanks to the synchronization with Google Analytics you can easily track results and test their effectiveness.
Multidimensional Tests (Multivariate Tests)
Multidimensional testing (MVT) allows you to try different combinations simultaneously for several variables. This makes it easy to check which variants of two or more elements are most effective and yield the best results.
Direction tests
The redirect tests allow you to check the effectiveness of subpages that have different URLs. Using this function, we can direct traffic to different URLs, but it is necessary to create a new test page. It is worth using redirection tests before the page is rebuilt – when conducting the test we have the possibility to check the user response and which version of the page is more effective.
Personalisation
This is a function that allows us to personalize individual elements of the site to the needs of customers from different groups. Depending on the source of traffic, users will be displayed a different version of the website – it may be a different look, a discount code or a specific offer. Personalization helps build engagement and good relationships with customers.
Why Use the Tool
Google Optimize is a fairly intuitive tool. It allows to conduct precise experiments of various types (A/B, multidimensional tests, redirect tests, personalization). Using the tool, it is easy to check whether and to what extent the tests have been successful and to analyse the results based on the pre-defined targets (created in the Google Analytics panel). Knowing what the option has proved to be the most effective, you can optimize the site by making the necessary changes.
