Google Website Optimiser
Don't think. Experiment.
Split A/B and multivariate testing is not a new marketing methodology. Direct marketing companies have long made use of their ability to produce and deliver unique format & content catalogue combinations to different sample groups of customers. The sample which produced the best results would determine the format & content layout of the catalogue which would be sent to the wider customer base, or be used for subsequent mail-outs.
The digital channel greatly facilitates the use of this form of testing for any organisation with a website; ongoing split combination tests can be quickly executed and tested in real-time; the results are statistically determined using integrated and automated tools, and the cost of the software has plummeted to zero in the case of Google’s Website Optimiser ('Optimizer' in the US). The Optimiser, along with Google Analytics and their Webmaster Tools forms Google’s trifecta of website conversion offerings.
CONVERSION, CONNVERSION, CONVERSION
There is no shortage of understanding of the business level imperative to drive qualified leads to a website; this can be achieved through search engine optimisation, search engine marketing or any other form of online or offline marketing. But what worth is a qualified lead if it doesn’t ultimately convert into an action of value? Greater emphasis is now being placed around websites which are measurable in every way, including their propensity to convert leads to customers. Armed with the right tools any website can be better positioned as a profit centre, and away from being just a cost centre. More reasons to spend more time looking at, and interacting with your own website.