One of the ways to test landing page conversions and to improve the response rates from online advertising is to use Experiments in Google Analytics. This is designed to enhance the return on investment (ROI) for websites that use some form of ‘conversion tracking’ to record the number of enquiries or sales generated from a landing page by creating a series of tests to identify the best performing web pages.

The Experiments tool is integrated within the Analytics menu and can also be used by marketers who may want to test different creative options on their website. It provides more information beyond just showing how effective a site’s content is in currently getting conversions, by indicating how to improve this content to get more. It’s a testing tool that allows users to analyse different aspects of a website’s landing page content to indicate which alterations may improve or reduce the conversion rate.

This is done through two different types of ‘experiments’ performed upon either complete pages of the website, or their individual elements. These types of experiments are known as A/B or Multivariate tests. The Experiments tool will not help a website to increase its SEO or PPC ranking positions, but it targets the actions that users may take once they arrive on the website page to result in an eventual outcome.

It provides results on the estimated conversion rate range when comparing the original and revised versions of a web page. It requires advance planning to determine which elements of the website’s landing page/s will be tested (such as a headline, an image, or changes to an enquiry form) and it requires changes to the website to add JavaScript code that controls and manages the different test elements.

Depending on the type of testing undertaken, the Experiments tool also needs a good statistical sample of site visits and actions to generate a meaningful percentage likelihood that a new page has to beat the original in this respect. In addition, the report logs the likely improvement, which is a projected percentage of conversions over or below the original web page, which would be generated by implementing the tested variation compared to the original.

Overall, Google Analytics Experiments is a valuable analysis tool that fills a niche through its ability to rapidly compare variations of a landing page or series of pages. It may not be the most sophisticated option in the market but it is relatively easy to set up and, as an integral part of Analytics, it should prove to be effective in allowing website designers or marketers to become pro-active in ongoing site development. This can then help to reduce costly redesigns based upon guesswork, whilst simultaneously succeeding in the goal of increasing a site’s conversions.


To find out more about the Google Analytics Experiments tool and how it could be used for your website, you can read more here or you can contact us now for an initial, no obligation, discussion.

Alternatively, if you are thinking of using this tool, or website analytics for the first time, we can provide you with a FREE analytics assessment to give you an idea of the key elements you should be tracking and reviewing to increase the performance of your website.

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