About a month ago, Google quietly announced that they were launching Google Optimize. This is a free version of Google’s testing and personalization product Google Optimize 360.
What does this mean for you?
Through Google Optimize you will be able to implement a variety of tests on your website to help you learn (using real data) which website experience resonates best with your customers. We’ve all been in meetings where the marketing team, the executive team, and the creative team all disagree on which on-site customer experience will result in the highest revenue. Disagreements occur over which color to use on-site for a special event or promotion, which call-to-action copy to utilize, or which model image and product to feature on the homepage to encourage the most clicks to the category landing page. The list is endless, should I go on? Now, even if you aren’t paying for Analytics 360, you can test it! You can then come back to the table during your next meeting with real data.
Google Optimize will allow you to run A/B, multivariate and redirect tests on text, images, layouts, headlines/headers, CTAs, and so much more without needing to recode the site.
How to Implement:
The biggest deterrent we often hear at BMDi when it comes to implementing a new tool is the level-of-effort required to implement. If you’re already using Google Analytics (GA) or Google Tag Manager (GTM), getting Google Optimize up and running should be a cinch. If you’re using GA (and not GTM), then you simply need to add a single line of code to your existing GA implementation. If you’re utilizing GTM, then it should be even easier for you, simply add the Google Optimize tag to your site through GTM.
How it Works:
For all of the math nerds out there (myself included, sending you all love here), Google has told us that they’re utilizing Bayesian statistical methods. So it’s been a long time since my last statistics class, so in case you’re like me and need a refresher, here’s a synopsis for you. According to explorable.com, “Bayesian probability is the process of using probability to try to predict the likelihood of certain events occurring in the future.” If you’d like a more complex explanation just Google “Bayesian Probability” and you’ll see a plethora of articles on the topic.
How to Get Started:
If you’re convinced that this is something you want to try and you aren’t currently using the paid version of Google Analytics (Analytics 360, formerly Premium account), you must sign up to be a part of the beta here. And if you need help determining what to test and analyzing the results, well, BMDi is always here to help.
