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Quote:Website Optimizer Overview

You want your ads to be successful. To measure that success, you use click and conversion tracking to gain insight into user behavior on your pages. If users are reaching your pages, but you aren't getting the conversion results you want, what do you do? It's time to make improvements to your site. Website Optimizer can help.

The Website Optimizer allows you to test changes in the website content of your pages in order to determine what will be most effective in getting conversions. You choose what parts of a page you'd like to test -- headline, image, promo text – and we'll run an experiment on a portion of your site traffic to determine which content on your site users respond to best. When we've collected enough data, we'll provide you with reliable reports and a suggested course of action in order to optimize your site for maximum business results...

Quote:We spoke with Google Website Optimizer Product Manager Sandra Cheng about how to use the tool to boost conversions.

"When designing a Web page, you make a lot of decisions consciously or not, but you don't necessarily know what will resonate with your customers," said Cheng. "We had one client that made a bunch of design changes with the goal of making the homepage more personal, and then tested, and unfortunately these 'quote improvements' cut sales in half, so it's best to test, let the data speak for itself and let the site visitors design your pages."

Website Optimizer allows you to segment traffic and show different versions to different users, and then track that, so you know exactly what will result in the most conversions, said Cheng. "If you have visitors who aren't buying, you're leaving money on the table, and that's clearly not in your best interest, especially once you've managed to get them to your site." ...