[Last Updated on November 2013]
In this article I discuss Content Experiments, a tool that can be used to create A/B tests from inside Google Analytics. This tool has several advantages over the old Google Website Optimizer, especially if you are just starting the website testing journey. Content Experiments provide a quick way to test your main pages (landing pages, homepage, category pages) and it requires very few code implementations.
Here is a quick overview of the most prominent features that will help marketers get up and running with testing:
Below is a step-by-step guide on how to use Content Experiments to create A/B tests.
In order to create a new experiment, navigate to the Behavior section and click on the Experiments link on the sidebar. You will see a page that shows all your existing experiments. Above this table you will find a button Create experiment. You will then be asked the following information:
Once you define all the information above, click on it you will reach the following page.
In this page you can add all the URLs of your original page and the variations you would like to test. You will see thumbnails of the page, which helps you making sure the URLs are correct.
In this section you simply have to choose to either implement by yourself the necessary code to run your test (in which case you should copy the code) or you will be given the option to send an email to whomever is implementing the code.
As mentioned above, you will need to implement one code in order to use this tool. In this step your pages will be verified. If the code is not found, you will see an error message.
Note that you will be able to skip validation if you want, just click on Start Experiment. If you do so, you will see a popup with the following message: "Experiment validation had errors or did not complete. Are you sure you want to start the experiment? If you are sure that your experiment is properly set up, you may continue." But it is recommended that you check the code to understand why you are getting an error and then try validating again.
Once the Experiment is live, you will have the following options:
And below we see the results page of a test with a winning version, the Blue Sign up (green line, yeah, that's confusing :-), with a lift of 52% in conversions as compared to the original.
Any time you want to review your experiments just visit http://onbe.co/IXznAO
What are you waiting for, start testing!
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