WEBSITE OPTIMIZER
Google is constantly looking to assist advertisers in making the right marketing choices to ensure that they get the best returns on their business investments. In October last year Google released their latest tool to assist marketers called the Website Optimizer. This tool assists marketing executives and advertiser to determine whether or not a certain landing page will be a good investment or not.
This Website Optimizer tool enables marketers to test various headlines, page layouts, images and promotional copy and how it will resonate with the sites visitors. Google is making the whole Internet experience a more pleasant one by giving website owners the tools to improve their websites according to visitors expectations. This tool is free to AdWords advertisers and is fully integrated with Google AdWords. The Website Optimizer is simply a sign-up and accept offer for AdWords advertisers.
Using Google's Website Optimizer Tool
The best part about Google's Website Optimizer is a self service tool that does not require and information specialist to operate the tool. It enables users to experiment with multivariate landing pages and enables you with the use of a easily readable report to determine which of the options is the best for your client base. Google has collaborated partners with EpikOne and Optimost which are both companies that include Website Optimizer within their suite of professional services.
The best part about Google's Website Optimizer is a self service tool that does not require and information specialist to operate the tool!
— J. Nortje (Marketing Director)
The advantage of using the Website Optimizer tool is that you can create various landing pages with different layouts to determine, against real visitors, which web page would be the most effective. The best thing for a website is that when people arrive at your landing page that they follow a 'predetermined' path, which will lead them to your online store or e-newsletter.
The main factors as determined by Google which can be varied to test for the best options are the headlines, the prominent images or graphics, simple promotional text and calls to action. In varying these different options the Website Optimizer can test the reactions of users to your test sites and compare it to the results of a default site that is set-up. This means that you will be able to know exactly which factor is effecting your ranking.
The best way in which to utilize this program is having someone with knowledge regarding page design and layout, usability, accessibility and SEO-SEM principles to co-ordinate the Website Optimizer experiment. This tool is a serious tool that will enable anyone who would like to optimize their web page to enable more visitors to convert to users or buyers depending on the set up of your website.
Once you have complete the multivariate landing page experiment for your website, the Website Optimizer will generate an easy to read report that will detail the results of your experiment. This report is available in two varieties either a page section report or a combinations report. Each report is set up to give you the easy access of the result from color coding to visual data and so much more. This is a fast and precise way to identify which combinations, layouts, headlines or graphics are the best option to convert visitors to permanent fixtures of your website.
It can be said that although you do not require the degree of an Information Technology specialist some web skills will be advantageous when using the Website Optimizer from Google.
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