This document outlines a 5-step process for conducting a content experiment using Google Analytics:
1. Set goals in Google Analytics and identify the page to test.
2. Create alternative versions of the test page.
3. Set up the experiment in Google Analytics.
4. Add the experiment JavaScript code to the original test page.
5. Monitor experiment results and continue testing pages.
2. Why Google Content Experiments?
1. Everybody likes a
winner
2. Helps your customer
become the winner
3. Your website will make
more money
4. And that makes you a
winner
5. It’s easy
Don’t take my word for it; check out
http://whichtestwon.com/
3. Google Content Experiments in
Five easy Steps
1. Set a Goal & establish it in Google Analytics
2. Create two versions of the page you want to
test – and don’t stop at two!
3. Create the experiment in Google Analytics
4. Add experiment JavaScript to the Original Page
– thank you CMS!
5. Monitor the test results - and keep improving!
4. Step
1 Set a Goal
Program goals:
• Lower bounce rate
by 20%
• Double new member
registration rate
• Increase sales by
$1,000/day
A/B test goal:
Can we
• Reach the purchase
make a better
“thank you” page
first impression
than this?
7. Step
2 Create Alternative Page for “A/B” Test
Make a difference
• Tone of the page
• Page layout
• Information:
– unique value
propositions
– Offers or enticements
Can we
• Calls to action
make a better
first impression
than this?
8. Step
3 Create an Experiment
Google Analytics Content Experiment
9. Step
3 Create an Experiment
• Google Analytics Content Experiment
10.
11.
12.
13. Step
4 Add Code to Original Page
This is the code you need to add to
your original page.
14. Step
WordPress Plug-In
4
for Google Experiments
Install Plug-In and
Activate
http://wpsolutions-hq.com/google-content-experiments-for-wordpress/ -
free plug-in for WordPress.
15. Add Experiment Code to the Original Page
Original Version of the Landing Page
Edit your original
page, check “enable
Content Experiments”
and paste in the code.
Half the people who
request the original
page will receive the
alternate “B” version.
16. View Page Source to Confirm Code
Google Analytics
Content Experiment code is
the first thing
in the <head> section!
And it ONLY appears on the
Original (“A”) Version
of the page being tested!