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How Google Optimize A/B Testing Tool Helps in Increasing Website’s Conversion Rate?

August 9th, 2017

Have you ever tried website testing to optimize the conversion rate ?

Isn’t it every business’s dream to get more leads?

Webmasters are focused on thewebsite conversion optimization these days to get more leads. A/B testing, redirection testing, multivariate testingare the methods to explore the opportunities.

“If nothing changes, nothing changes. If you keep doing what you’re doing, you’re going to keep getting what you’re getting. You want change, make some.” ? Courtney C. Stevens

The same rule applies to your website also.Google optimize is a new savior to give you the better idea is to what works, what doesn’t.

But, how Google Optimize helps in website CRO?

Basically, it gives you data to make better decisions, to improve your website for better conversions.

But, first, you have to install Google Optimize to your website,to optimize your website conversion rate

You can follow this simple Lunamatrics template to enable this

Once, you are done with theinstallation, ensure the code is working, simply by tools like Google Tag Assistance or Google Tag Manager Debug mode.

Once you are done with the basic setup, you are ready to experiment.

 

Steps to create the experiments in Google optimize.

Step – 1: You can name the experiment as per your objective. For example, name it as Homepage CTA.

Step – 2: Enter the URL of the page, which you would like to test.

Step – 3: Type of the experiment you would like to try for your business website. There are 3 types of tests you can run:

1. A/B test: In this experiment, you can create a lot of variations on the page to see which one is performing better.

It is recommended to check one item at a time, like changing the label on the call-to-action buttons. Trying the different colors on the buttons to get more attention. Making multiple changes at a time cannot give you the accurate results of the experiment.

You can select the objective of running the A/B test. Then you need to add the description and hypothesis as what you expect from this experiment. For example, by changing the label on the call-to-action button click should be increasedupto 25%.

2. Multivariate test: Variations of thedifferent section arebeing created in multivariate testing.In this test, you can test which section of the site performing well by creating different variations.

3. Redirect test:If you have adifferent version of the webpages, this test is thebest fit for you. Forinstance, redirect test makes sense when you have acompletely new page designed but you are not sure if theaudience will like it or not.

Targeting: Targeting options are areally cool feature offered by Google Optimize. Google will automatically split the audience based on your targeting options.

1. Who: You can add the targeting options to define who will be the audience to see the variant.

2. When: Customize the situation to show the ads to the audience.

Evaluate the experiment based on 2 options:

a. Page load: By default, this option is selected. When the page will be loaded into Google will run the experiment.

b. Custom event:Create a custom event, or also called activation events. This feature is specially designed for dynamic pages and single pages, which load additional data at the time of page load.

Create rules to refine the audience for the experiment. There are a lot of predefined rules available in this section. Pick the appropriate option as per the objective to run this experiment.

Where to check the experiment reports?

In the reporting section of the dashboard, you can find all the experiments and their results.

See and analyze which improvement,is performing well. You can make the changes in the site for more effective results.

(Image source: Lunametrics)

This is the basic Google optimize thesetup. Now, you have to understand how to run these experiments effectively.

How to optimize the conversion rate?

Here are quick tips to optimize your website conversion rate by using Google Optimize.

Thingstotest right now:

1. Forms: Forms are the most important element in any business website. This is the point of sale for the visitors. Try creating different fields to capturethe data.

For example, did you know people do not feel comfortable sharing their phone numbers as compared to their email address? So, you should experiment with the form fields.

2. Call-to-action: Does your button delivers the message or the purpose? What you write on the button, where you place the button affects the performance of it. Try playing around some good eye-catching text on the CTA button.

For example, On the Github website’s contact us page, their call to action button says – “Talk to Human”. Isn’t it amazing? When people expect anurgentresponse or do not wish to get automated response, this isa cool idea to grab the visitor’s attention.

Would you like to click on this page?

I bet you will say NO! There is no standoutcall to action button.

But, what if you are on the page below?

I must say I love to click on that tiny button to see what happens. That’s how your call to action makes a difference to yourwebsite conversion.

3. Page headlines: If you are still talking about your product or services, you should stop right now!

“5 times as many people read the headline as read the body copy.” -David Ogilvy

This is the worst practice people follow. Your headline should depict which problem they are solving.

You can pick some cool headlines for your page around the following:

a. Solution based – Which problem this product/service solves?

b. Situation based – When people should hire the service?

c. Question-based – What people looking for? Provide what they want, not what you have.

d. Result-oriented – What will they get if they hire you?

e. Past-experience: What others got from your service?

Here are some great examples to entice the visitors:

Example – 1Result-based approach in writing headline, what the customer will get.

Example – 2 Pinterest, They used past-experience approach.

4. Content update: People use the content to get the website rank in search results. Or people think the text heavy website can perform well. That’s not true! How to arrange the content on the site make the site successful.

You should have a lot of content on your website but in adifferent format!

You canadd the audience journey, interactive content, infographic, GIFs,explanatory visuals can help you increase the conversion rate. You can use different elements in your website to make people enjoy exploring more options.

Website conversion rate optimization is the most important area for improvement.For so many years marketing experts are researching in this area. Getting hot leads for your business could be the result of running experiments on your site. Google Optimize made the job easier to measure the performance of various experiments to optimize the site conversion.

You could have better results by following these practices continuously.It’s just a small part which is covered in this article, it has alot more to explore.

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Richa Pathak
Richa Pathak is a product marketing consultant having 5+ years of industry experience. She has contributed more than 25 firms around the world, & advised ahandful of startups to grow. She writes about product marketing, event promotion, digital marketing, social media, content marketing, email marketing, and advertising. You can connect with her on the Facebook, Twitter, and LinkedIn.
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