Create Better Websites: Introducing Content Experiments

Create Better Websites: Introducing Content Experiments


Google analytics now includes Content Experiments,
which lets you easily and quickly offer visitors different variations of your content
and then see which variations lead to more conversions.
Let’s say you run a website that sells bicycles, You’re already using goals to track sales,
but you’d like to see if you could improve some of your product pages to increase sales.
Introducing new pages, one at a time, to your site
and then waiting to collect results is time consuming. Content Experiments lets you experiment more
quickly. Your goal is to find a version of your product
page that increases helmet sales.
Content Experiments lets you test up to six variations of a page.
After you design and publish your variation pages, log into analytics,
and under the content section, click “experiments”. Click “start experimenting” to open the wizard,
and let it guide you through the set up, including how to add the
experiment code to your original page. First, you’ll add the URL for the original
helmet page, along with the two new variations that you
created and uploaded. Click “next” to select what goal you’d like
to improve, and what percentage of visitors to include
in the experiment. You’ll then have the option to add the experiment
code to the original page yourself, or you can
email it to your webmaster.
Once the code is added, you can validate it within the set up wizard. Finally, you can review the full experiment
that you’ve set up, and select to run it now. Once you’ve finished the set up , Content
Experiments does the rest. When visitors arrive at your site, Content
Experiments serves either the original page, or a variation,
to the percentage of your audience you specified. Visitors continue
to see the original, or the same variation, on subsequent visits. Content Experiments tracks how each group
of visitors converts, given which version of the page
it sees. You can examine the results while the experiment
is IN progress. The report for each experiment lets you see
the number of conversions and the conversion rate for your original
page, and each variation, and you can see the likelihood of each variation
to outperform the original. The experiment ends once a winning variation
is found, or once it is determined that none of the variations outperform the
original. Content Experiments, integrated into Google
Analytics, lets you improve your site experience
and optimize conversion rates on the things that matter for your business.
This is just the beginning. We’ll be continually improving and adding
useful features to help you create an even better site.

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