When running a website you usually have goals and actions you want the visitors to complete. This helps with split testing, sales optimization and measuring and creating new goals.
Check out these details on what you can do with content experiments in Google Analytics:
With Content Experiments, you can:
- Compare how different web pages or app screens perform using a random sample of your users
- Define what percentage of your users are included in the experiment
- Choose which objective you’d like to test
- Get updates by email about how your experiment is doing
An example of using experiments to improve your business
Let’s say you have a website where you sell house-cleaning services. You offer basic cleaning, deep cleaning, and detailed cleaning. Detailed cleaning is most profitable of the three, so you’re interested in getting more people to purchase this option.
Most users land on your homepage, so this is the first page that you want to use for testing. For your experiment, you create several new versions of this web page: one with a big red headline for detailed cleaning, one in which you expand on the benefits of detailed cleaning, and one where you put an icon next to the link to purchase detailed cleaning.
Once you’ve set up and launched your experiment, a random sample of your users see the different pages, including your original home page, and you simply wait to see which page gets the highest percentage of users to purchase the detailed cleaning.
After analyzing the results of these experimental pages you can start to use the most successful ones as your landing pages for everyone. This is just one way to optimize the content on your website.
Do you know of any others?
Image Source: josef.stuefer on Flickr
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