Have you recently seen a decline in your online sales orders and don’t know why? If you are looking for a website optimizing tool that improves lagging conversion rates, it’s time to take that next step with Google Website Optimizer.
Conversion rate is the percentage of visitors to sites who take a “desired action.” Your “desired action” really depends on your online marketing goals: i.e. are you trying to sell products, boost membership, or increase newsletter registrations?
Google Website Optimizer works in the following ways:
Creates dynamic, high-converting pages
• Tests and optimizes both design and content for websites and landing pages
• Uses Google Analytics for its tracking
Utilizes both split testing and multivariate testing
• A/B split testing – If you can’t decide which headline to use on the home page, Google Website Optimizer can run an A/B split test. For example, one group of visitors view “Headline A” and the other group views “Headline B.” You then tally the numbers of orders you received with “Headline A” versus “Headline B.”
• Multivariate testing – You don’t have to wait to run one test at a time. While you test your headlines, simultaneously test out web page elements such as content, images and sales pricing. Site visitors are shown different combinations of pages. Google Website Optimizer calculates your average of what combination of elements that works the best when viewed.
Why should you use split and multivariate testing?
The answer comes down to test marketing. You wouldn’t throw a product on the market if you hadn’t tested it out first. How will you know if customers like or dislike your product? This same theory applies to Google Website Optimizer. By testing out what visitors like or dislike, you will be able to improve upon your site and maximize conversion rate.
How can Google Website Optimizer increase your bottom line?
If you can figure out what works and doesn’t work on your site, then you are one step ahead of your online competitor. Increased conversion rates equal higher sales, new members and increased newsletter sign-ups.
Remember that a beautiful-looking website doesn’t necessarily mean you will draw traffic or instantly sell products and services. There are more factors involved than just design and that’s where Google Website Optimizer comes in handy.
Easy Fix-It Tricks
If you don’t get it right the first time with testing, these easy fix-it tricks will point you in the right direction. You may have to try multiple split and multivariate test runs. Remember that even small, subtle improvements to your site will hit the mark with testing. Your ultimate goal: fix the problems and increase your conversion rates!
• Don’t make test runs complicated – Limit changes 2-3 per page. You don’t want to run hundreds of test variations which can be confusing and counter-productive.
• Headlines – Change the color of main headlines.
• Fonts – Increase or decrease size. Change font style.
• Content and Images – Add more bullet points. Re-arrange sub-headers and paragraphs. Test content with or without images.
This is a Guest Post by Zeke Camusio who is a serial entrepreneur, Internet Marketing expert and founder of The Outsourcing Company, an Internet Marketing agency with offices in Aspen, CO and New York. Let’s Do It!, his blog, is read by thousands of people all over the world.