Using Google Content Experiment to Boost Conversion Rates

Optical Microscope 1A/B testing is an invaluable tool for website owners. If you don’t test it, you can improve. Do your visitors respond to this type of graphic or that? Does the red CTA generate for click-throughs than the green? Does integrating social prove increase CTRs? If you have it on your site, you can – and should – test it! Google’s Content Experiments is a tool that allows you to do just that.

What is Content Experiments?

This Google tool allows you to test up to 10 versions of a landing page to determine which specific changes yield the biggest improvements in conversion rates. It’s not straight A/B, then, which compares two versions, and it’s not multivariate, in which you test various combinations of different onpage elements. Instead, you can test up to 10 versions with separate URLs.

Improving Conversion Rates

The following tips will help you use Content Experiments to boost your conversion rates:

  • Focus on a goal. Do you want to increase opt-ins for newsletter subscriptions by 10%? Do you want to increase sales by 15% Whatever your goal, clearly define it. Make sure it is reasonable and achievable, or testing will only frustrate you.
  • Even though you can test up to 10 versions of your landing pages, target one feature at a time. Why? Because you won’t know which specific element is the one either attracting visitors or increasing bounce rates. You could, for instance, test your CTA. The versions remain much the same except for the CTAs. Test the call to action copy, the color, the style of the button. When you have your data, move on to the next critical element.
  • Analyze your traffic and decide on a timeframe. In general, the lower your daily traffic, the longer you should run your tests. Say you have a few hundred hits per day: take a week or so to collect data. Send the majority of your traffic to the test site to accelerate the process.
  • Optimise Ads. Google now allows AdSense users to use Content Experiments to optimise ads. You can experiment with placement and size to determine where you’re getting the most bang for your advertising buck.

Google provides a host of free tools for webmasters; this is one you definitely want to take advantage of.

Leave a Comment