The most recent Google AdWords livestream revealed a new program designed to help advertisers test new landing pages more efficiently. It works in conjunction to AdWords to reduce the amount of time and money spent on web developers who make make small changes to landing pages in order to test the effect on conversion rates. This new program would ultimately eliminate the need for a web developer and allow marketers to devote more focus on personalizing landing pages in accordance with customers’ needs. No longer will marketers have to deal with destination URLs or messy query parameters. This new integration will be free and is already available for use.
How does it work? Basically, if you offer a variety of products, you will easily be able to change the image or text on a page and create a new landing page to test with different keywords. For example, if you sell insurance plans to individuals and families, you can create a new test landing page with a picture of a family as opposed to a generic image. You can then monitor the performance of that page versus the generic one and then transition based on performance. New versions of all of your keywords can be perpetually tested, bringing conversion rates up across the board for clients.
To get started, connect your existing Google Analytics account to Google Optimize so it can use your site’s data to identify areas of your site that can be improved upon. The program then uses advanced statistical modeling to predict accurate, real-time results of your experiments. Once you’ve set up your account, it’s time to create an “experiment.” But before you move forward, remember to link to your GA and then install the Optimize plug-in on the pages of your site that you’ll probably want to edit. You can easily copy and paste those plug-in instructions in an email to your clients and have them set it up for you.
The Optimize plug-in lets you choose whether to run an A/B test or a variety of tests simultaneously. We recommend using A/B since you can focus on just 2 landing pages at a time. Once you can see that one is out-performing the other, continue on to the next test without getting data muddled together. After choosing the number of pages to test, you can configure the objectives and targeting. Targeting allows you to pick which percentage of visitors to target at a specific time. Objective lets you pick a goal from your GA and then write your own description and hypothesis. You can add multiple objectives and create as many experiments as you want.
This tool is going to be a game-changer for marketers, who will no longer have to wait around for multiple communication channels and developers to get back to them. We can take the reins into our own hands and gain access to a significantly larger pool of data.