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How Google’s ‘Content Experiments’ can simplify website testing

The new feature lets users experiment with web designs to determine which ones work best. Here’s a look.

Google Analytics has gotten a little more, well, analytical. The search giant recently unveiled Content Experiments, a new feature that works with a business’ existing Google Analytics account. It allows users to experiment with page layouts to find those that best accomplish online goals such as completing a sale, downloading a file or signing on to a newsletter.

Experienced Google Analytics users should find the Experiments feature familiar. It’s based on tools found in packages such as Google Website Optimizer, which is scheduled to be taken offline later this summer. Experiments is being rolled out now and Google says all users should have access to this free tool in the next few weeks. Here’s a rundown of how business owners can start putting this tool to use for their websites:

Set up an experiment
Google has placed Experiments under the “content” tab of the Google Analytics account, and serves up a simple four-step process in creating a test. All a business owner needs to do is input the Web address of the page to be tested, and then the variant pages. Simple names such as shop.com/store, /store1, or /store2 work fine.

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