Conversion optimization as a digital marketing and Web development practice has exploded in popularity over the past five years. It has also moved those in pursuit of Web success a whole lot closer to their conversion and revenue goals.
In essence, we’re using a lot more data now to make website-related decisions – and that’s a good thing.
In many respects, Google has taken the lead in fostering interest in conversion testing (and some would argue spearheaded innovation, as well) with its Google Website Optimizer (GWO) solution. An announcement late last week, however, indicated that its popular and widely used standalone testing solution would be retired, replaced with Content Experiments, which, in short, brings GWO’s testing capabilities into Google Analytics.
Much like GWO, Content Experiments provides marketers and developers with the ability to measure, test and optimize, but now for goals that are/were defined directly in Google Analytics.
By providing access to important features including optimized goal conversions, tagging and report segmentation, users (marketers, developers and “optimizers”) will be able to gather insights on which page designs, layouts and content are most effective by supporting the development of several versions of a page and ultimately displaying different versions to different visitors.