Have you ever wondered how a design change to a webpage might affect conversion? If you are a serious online retailer, the answer is likely yes. Often times even small page modifications like simply changing the color of a button can have an immediate impact on your conversion rate. One of the greatest things about having a website is that almost everything can be measured scientifically. Although detailed measurement is possible, it’s not surprising that most people still take a fairly subjective approach to their websites. With the help of Google Website Optimizer, there really is no longer an excuse for “guessing” that certain changes will improve the key metrics of your site.
Through the web-based Google Website Optimizer interface, you can decide how much traffic is going to be used for the experiment. Naturally, if you use 100% of your traffic, you’ll be able to determine sooner which option is working better. Google also gives you the ability pause the campaign at any time.
Once the experiment has begun, be sure to regularly check on the results of the reporting. If the reporting tells you that Version B of your test is the high confidence winner, congratulations….your intuition that a change was necessary was correct. If version A prevails, stop the experiment and rethink your approach. Making even slight changes to your site can have a positive impact and Google Website Optimizer gives you the means to prove it.