Google just announced the beta launch of Website Optimizer, a new tool designed to help people using AdWords test different landing pages to determine which ones drive the most conversions — whether sales, sign-ups or downloads.
The search company says the Optimizer will enable marketers to test different ideas for variations of headlines, promotional copy, and images and issue results in graphical reports that will show which methods resonated best with site visitors. It uses Google Analytics technology to track and report which landing page variation had the highest conversions. You'll also get a suggested "course of action to optimize your site for maximum business results," according to Google's overview.
By allowing site visitors to determine what content is most useful, as indicated by the highest conversion rate, Google claims it is removing the guesswork and trial-and-error experiments that used to be the norm for determining landing page optimization.
Safe Landing: Sample Google Website Optimizer Report.
Website Optimizer is fully integrated with Google AdWords and is free to AdWords advertisers who sign up for it, however, the company is limiting the number of those who can use the beta version.
Google did not issue a cut-off number, but reported at its news blog that, "We hope to be able to offer this tool to all advertisers who wish to do multivariate landing page testing in the near future." Advertisers who want to be considered can sign up here. If you are an AdWords advertiser but do not have a Google Analytics account, one will be created for you during enrollment.
If you're not that technically savvy, don't fret. According to Google, the Optimizer does not require consulting or professional services to implement. However, should you want consultation services, Google is working with two companies, EpikOne and Optimost, that include Website Optimizer within their suite of offerings.
For people flying solo, a handy check-list provided by Google explains the preparation steps. These include: choosing a test page, identifying the conversion page, determining the sections for testing, creating marketing variations and obtaining the original HTML content for your test page.
Meanwhile, Google says using Website Optimizer will not affect a landing page's Quality Score because it evaluates conversion rates, whereas the company's Quality Score algorithm does not. The news blog states: "The fact that you are using Website Optimizer won't negatively or positively impact your landing page Quality Score. However, anything you do to make your landing page more useful for your customers can help to improve its overall quality."
Finally, the Optimizer does not track the behavior of individual Web site visitors. It evaluates data in anonymous format, collecting information about users in aggregate to determine which content users responded to best.
Michelle Megna is managing editor of ECommerce-Guide.com.
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