Digital Marketing Blog

Why Use the Website Optimizer ?

Posted by Joana Inch on 3/23/12 2:44 PM
If you want to get the best out of your web marketing - then you should take advantage of all the free tools that Google has to offer! One of them is the Website Optimizer Tool.
Let's say you're receiving plenty of visits to your website but they don't appear to be converting. Or perhaps your Bounce Rate is too high....
...rather than deeming your web marketing campaigns ineffective - look at the most obvious factor - your Landing Pages!
Could it be that your visitors are not receiving the info that they need, could it be a lack of a call-to-action button or the wrong images & heading! Or even the wrong colours!
Well there is 1 way to find out!
With the Website Optimizer you can create different versions of your Landing Pages and choose the percentage of visits you'd like to test them on. I personally like to test on 100% of visits. So if I am testing 1 new version, 50% of visits will see the original version & 50% will see the new version. You can then track how many conversions each version receives.
So if the original receives 100 conversion / month but the new version receives 200 / month - then it's a no brainer! Make the new version the actual page and get rid of the original.
A few things to keep in mind:


1. I would test more than 1 version. In fact I am testing 4 at the moment with 1 website.


2. You'll be surprised to find that the most minor changes make a huge difference. For example, in 1 version I had blue headings & in the other I had black headings. That was the only difference and both versions received completely different results. So think small!
3. I would let this experiment run for a couple of months or until you've received 100 conversions as this will give you sufficient data to determine which version of your landing page works best.
If you're using a media agency - ask them to do this for you as it will help maximize your leads. If you're a small business advertiser & would prefer to do this yourself (with help from your web developer) - then click here for a step-by-step guide.
It really shouldn't be as difficult as climbing these 12 flights of stairs:
Why Use Website Optimizer

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