Google revamped its Website Optimizer product (and renamed it to Google Analytics Content Experiments) several weeks ago but is now rolling out several new and noteworthy features to its platform.

The site testing feature within Google Analytics now includes support for relative URLs (which provides some flexibility when defining the location of variations), and offers testers the ability to copy experiments (so they can run additional experiments immediately after the original finishes).

Google has also made several improvements to the experiments report, adding familiar analytics report capabilities including site usage, goal set, and ecommerce tabs, as well as the option to choose which variations should be plotted in the report graph.