How to use Google Optimize to improve customer conversions

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PHOTO: Hans Reniers | unsplash


Optimization testing is an essential part of the analysis. But for years, it seemed like only e-commerce and retail companies appreciated the value of these tests. These companies typically had a ton of data to experiment with, so testing became a critical part of improving the customer experience.

Make it today, as more companies, including B2B companies, recognize the value of optimization testing. Google Optimize is a testing platform to use to improve the customer experience.

Master the basics of optimization testing

Google first introduced Optimize in the advanced version of Google Analytics, GA 360. A free version launched in 2016. You can read some of the basics in my coverage of its launch.

Since its introduction, Google has refined Optimize to offer a number of standard tests in both versions of the platform. A / B testing is the most common choice, where a company compares a control item and a test item. A control element is the default feature or choice – it represents the current state of your website page, app, page, or landing page. The test item is a design change to which you want to measure the response.

In addition to A / B testing, users can also perform multivariate testing, in which you test a set of changes, or redirect tests, to compare two pages.

Related Article: How Conversion Rate Optimization Improves Online Sales

How Google Optimize works with Google Analytics and Google Ads

To set up a test, you add Optimize tags to the page in question. You then create an associated test container in your account and assign it a name (up to 255 characters). Experience is the editor in which you configure the test flow for your A / B, multivariate, or redirect testing. Add the URL of the page that will contain the default control element, and then select your test type. Variant cards will display your test items – one for A / B, several for multivariate. Optimize allows users to preview a variant before running a test. For example, you can see how a landing page will appear on a smartphone, tablet, or desktop device to make layout corrections before launch.

It is possible to link to a Google Ads or Google Analytics account to create a coordinated test environment based on the account settings. Google Analytics synchronization will allow you to define tests based on the audiences measured in the analytical account. This can help in cases like planning an email drip campaign and if you want to test the difference between the conversion rates of two landing pages. One note: The aforementioned redirect test requires a Google Analytics tag on the test pages.

Google Ad sync provides testing based on campaign signals, such as keyword groups or location. This is where you test the personalized experiences of an advertising campaign. Other tests here include search and buy campaigns, as well as search traffic on the search display network.

Google Ads and Google Analytics integrations provide Optimize with a workflow environment to examine metrics and improve testing functionality. For example, you can schedule your Optimize test to run alongside your ad campaigns, and see how your tested improvements are performing in real time. You can duplicate a test if you decide to apply the same tests to other campaigns.

Related article: Usability testing: 7 metrics to assess usability

Expect more testing as ad spend grows

Testing is a critical conversion rate optimization process, especially given the significant change in online customer behavior across industries. B2B ad spend increased 50% and is expected to reach $ 3.5 billion by the end of 2021 according to eMarketer. This implies that B2B companies will increasingly turn to A / B and multivariate testing to determine how well the targeted customer receives an advertising message.

Pierre DeBois is the founder of Zimana, a digital analysis consulting firm for small businesses. It examines data from web analytics and social media dashboard solutions, then provides web development recommendations and actions that improve business marketing strategy and profitability.


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