In our previous Google Optimize: A Beginner’s Guide post, we covered the basics of Google’s split testing CRO software, what it is and how to install it. In this post, we’ll be looking at the different types of testing available on Google Optimize and setting up your first test.
Analyse – Hypothesize – Test
Conversion rate optimisation (CRO) is one of the most powerful practices in digital marketing. In short, CRO is the practice of improving various aspects of your website in order to encourage and make it easier for visitors to complete actions valuable to your business or organisation by analysing how they currently use your site, hypothesizing what could improve it for them, then testing these hypothesise to back it up with empirical data.
For analysing, we recommend using Google Analytics to find out where your visitors are struggling to complete an action on your website (goal funnels and landing page bounce rate are very useful for this) then analysing poor-performing pages further with Hotjar (study heatmaps and user recordings, then ask them questions using polls). Once you have an idea of what your visitors are struggling with (are they spending a lot of time hovering over a particular element? Is the call-to-action too low on the page? Does it stand out enough? etc), then you can take your ideas to Google Optimize to test these elements and see if what you think visitors are struggling with is the true barrier they are facing.
So, let’s take a look at how to test your hypothesis:
Deciding How To Test
In Google Optimize, when you click the blue ‘CREATE EXPERIMENT’ button, you will be presented with 3 types of test:
- A/B test – Using the Google Optimize chrome extension, you can use a drag-and-drop editor to create different variations of your chosen page.
- Multivariate test – Using the Google Optimize chrome extension, again, you can use the drag-and-drop editor to instead, this time, test different versions of sections on the page against variations.
- Redirect test – Redirect a percentage of your web page’s visitors to a different page(s) to see which yields the best results.
Which you choose depends on a few factors:
- How easy is it to change elements on your website?
- Can you create new pages?
- Can you deindex pages?
These questions are important for deciding which test will work for you. If your website is set up to be flexible with the ability to create and deindex pages, then I recommend creating a new version of the page you wish to test and using a Redirect test to see which yields the best results. If you are unable to easily edit, create and/or deindex pages, then I would recommend creating installing the Google Chrome Optimize Extension and using the A/B test option.
Setting Up Your First Test
Now that you’ve decided which test to carry out, we demonstrate how to set up an A/B test in the next part of this beginner’s guide to Google Optimize.