Google Integrates Content Experiments With Analytics To Optimize Sites

Google turned content testing into dynamic marketing Friday with the integration of Content Experiments into Google Analytics. The tool rolls out in the next few weeks, allowing marketers to measure, test and optimize the best Web site design, layout and content for any visitor. It replaces Google Website Optimizer, which ends August 1.

The goal of optimizing a site and increasing product sales means finding the best version of a page for a specific site. Marketers can create up to six versions of a page and show diverse versions to different visitors. Google Analytics measures the efficacy of the versions of each page.

Content Experiments tracks how each visitor converts, given the version of the page they see. It allows marketers to examine results in progress, including the number of conversions and the conversion rate for the original page and each variation, as well as the likelihood of each variation to outperform the original.

A statistical engine for analyzing experiments will help determine the best converting pages. Tests automatically expire after several months. Only one piece of code is required to run the test.

Dynamic ad targeting works similarly. The tool comes with a setup wizard that takes marketers through creating experiments and launching new tests.

It shows marketers how to add the experiment code to the original Web page, along with variations. It reuses Google Analytics tags, so marketers only need to add one additional tag to the original page. Marketers can validate the code once it is added, then review the experiment.

Initially, marketers can use the features -- such as optimized goal conversions, easier tagging, and advanced segmentation -- in reports. Google said it is working on tools for page metrics, goal conversion options, and experiment suggestions.

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