How to use Google's new Content Experiments

Last Friday, Google announced it has repackaged how you can test your online content.  Content Experiments is a tool within Google Analytics where you can A/B test your copy to different audiences. This is a fabulous tool.

Why does this matter to me?

It really helps save time. For example, maybe there’s been an internal argument at work about using “click here” as an affective conversion tool. Using Content Experiments allows you to put that argument to bed, finally.

As well, because Google is shuttering its Website Optimizer tool and folding it into Content Experiments, you’ll be able to see the results of your A/B test through Google Analytics instead of seeing it as a separate report.

Great, how do I get started?

Google created a walk-through for developers to set this up, so technically, you should be sorted. What you need to tell the developer, though, is what you want tested. It’s time to look at the areas of the site that aren’t performing as well as you had hoped.

  1. Think of the purpose of your website – what do you want your customers to do when they’re on your website? Where do you want them to go? If they go to the pages you want, this is a conversion. What is your current conversion rate now and what would you like it to be?

  2. It’s time to look at page flow: what pages are customers visiting before making that conversion, and more importantly, where are they dropping off?

  3. On pages where you see a large drop off, is there currently a clear message that tells the customer what they should do and where they should click? If so, are there any other barriers on the page that is stopping the customer from converting?

These are just a few ideas to help you uncover areas for content testing. Once you start, you’ll likely find many other areas. Talk these over with your developer or analytics expert, and start testing!

Keep in mind, once you start the A/B testing, give it time to build enough data to provide you with the best answer. Don’t expect an answer in a week. Give it at least two weeks before deciding on a way to go.

Who with the what now?

**If you love this opportunity, but you’re not sure how to get started, we can help. Send us a note and let’s talk.

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