“Make that button green, and you’ll see the phones start ringing,” says one expert. While you may disagree, the focus is on results. Enter Google Optimize, a free tool from Google’s Marketing Suite, which enables businesses to test and optimize their websites for improved conversion rates, such as increased phone calls.With Google Optimize, businesses can conduct personalized experiences and experiments, including A/B, redirect, and multivariate tests, to enhance website performance. Based on the outcomes, strategies to boost conversion rates can be identified. Curious to learn more?Continue reading to discover:
What is Google Optimize?
How does Google Optimize function?
Why should I incorporate Google Optimize into my strategy?
How to initiate your first Google Optimize test
FAQs about Google Optimize
Google Optimize, previously known as Google Website Optimizer, is a complimentary conversion rate optimization (CRO) tool designed to test various page versions on your website and evaluate their performance against key metrics, such as email sign-ups, bounce rate, and more.Google Optimize operates via a tracking snippet and page and audience targeting settings. When a user arrives on a page with an active Google Optimize experiment and meets the audience targeting criteria, the experiment is triggered. You can monitor each experiment’s performance from the Google Optimize dashboard or the Google Analytics “Behavior” report.Performance metrics can vary based on the chosen metrics at the start of the test, such as product purchases. As the experiment runs and collects more data, Google Optimize will predict which page version (or variant) is most likely to deliver optimal performance over time. In some cases, Google Optimize may declare that neither version is the clear winner.Similar to other Google Marketing Platforms, Google Optimize offers a comprehensive toolkit to enhance website performance and even return on investment (ROI). However, maximizing the benefits of Google Optimize relies on your expertise in building experiments that resonate with your audience.Choosing Google Optimize is a strategic decision. Here’s why:Enhance your CRO efforts without costGoogle Optimize is free, a compelling feature.Given the value Google Optimize provides, a subscription fee could be easily justified. The fact that it’s free also makes it easier to secure buy-in from company stakeholders for a CRO initiative. Explore other CRO tools and compare their pricing to appreciate the value of Google Optimize.Informed decision-making with data-driven insightsWhen it comes to website design, like product pages or landing pages, relying on intuition can be risky.A single change could negatively impact conversion rates, affecting your company’s revenue. Therefore, it’s crucial to base decisions on data, and Google Optimize makes this possible. Are you considering a redesign of your product pages?Launch a Google Optimize experiment to observe the impact on purchase rates. Do you have plans to alter your homepage copy? Start a Google Optimize test to monitor bounce rates, time on page, and more.With Google Optimize, guesswork and debates are unnecessary. Instead, you can rely on the data to make informed decisions.Personalize your website to drive engagementPersonalization is more important than ever. Recent studies indicate that 63% of consumers expect brands to use their purchase history to create personalized experiences, such as product recommendations.With Google Optimize, you can create up to 10 personalized experiences for your target audience. In the past, personalization required significant time and financial investment. Now, however, it’s more accessible than ever for businesses to personalize their websites with Google Optimize, such as greeting returning users with a “Welcome back” message.Maximize ROI from other marketing initiativesGoogle Optimize can also enhance the return on investment (ROI) from other digital marketing strategies, including:
Pay-per-click (PPC) advertising
Email marketing
Social media marketing
And more
For instance, if you have a dedicated landing page for your PPC campaign, you can use Google Optimize to test different calls-to-action (CTAs), layouts, offers, and more. Similarly, you can apply Google Optimize to email marketing to personalize experiences for subscribers visiting your site.Google Optimize (also known as Google Optimizer by some) has become a favorite among marketers. The question is, are you ready to leverage Google Optimize to improve your website’s performance and impact on your bottom line?Keep reading to learn how to get started with Google Optimize:1. Create your Google Optimize accountFirst, set up your Google Optimize account using your Google account. During the account creation process, you’ll establish the following:
Your account name, such as Acme Inc.
Your container name, such as acme.com
Next, link Google Analytics to your Google Optimize account by accessing your container and:
Click “Settings” in the upper right-hand corner
Select the pencil icon in the “Measurement” box
Choose the Google Analytics property that matches your container, such as acme.com vs. blog.acme.com
Select the appropriate views to link
Click “Save”
Once you’ve completed these steps, you can proceed with installing Google Optimize.2. Install Google OptimizeThe installation process for Google Optimize on your website will depend on your answers to the following questions:
Do you use Google Tag Manager?
Yes: Great! You can install Google Optimize using Google Tag Manager.
No: Move on to the next question.
Are you able to edit your website’s HTML?
Yes: Great! You can install Google Optimize by editing your website’s HTML.
No: Reach out to your company’s developer for assistance.
Since Google Tag Manager is the preferred method for installing and managing website tracking, this guide will provide a step-by-step process for using Google Tag Manager to install Google Optimize. In Google Tag Manager, follow these steps:
Click “Tags” and then “New”
Select “Tag Configuration” followed by “Google Optimize”
Enter your Google Optimize container ID
Choose your Google Analytics Settings variable
Note: If you don’t have one, follow these steps to create one.
Save your tag
Note: Your tag will not have a trigger attached — this is normal!
Next, proceed with:
View your Google Analytics tag for tracking pageviews
Note: This tag is the one linked to your Google Optimize container
Click “Tag Configuration,” then “Advanced Settings,” followed by “Tag Sequencing”
Check the box “Fire a tag before…”
Select your Google Optimize tag from the dropdown menu
Save your changes
Then, navigate back to your Google Optimize tag and follow these steps:
Select “All Pages” as your trigger
Save your changes
Once you’ve tested your pages using the built-in debugger in Google Tag Manager, publish your changes.3. Choose your first experimentNow that you’ve set up Google Optimize on your website, it’s time to start testing! Return to your Google Optimize experiment and follow these steps:
Click “Create experience”
Enter your experience name and editor page
Select your experience type
Note: If you’re new to Google Optimize, start with an A/B test
Once you’ve completed these steps, you’ll arrive at your experience’s draft page, which includes:
Your variants
Your targeting settings
Your experience description
Your measurement and objectives
Your miscellaneous settings
This Google Optimize tutorial will guide you through each of these steps, so keep reading to get started!4. Set up your variantsOn your experience’s draft page, you can create your first variant by clicking “+ Add variant” in the “Targeting and variants” box. Name your variant, such as “CTA: Buy now,” or use the default name, like “Variant 1.” After naming your variant, click the “Edit” button next to it. The Google Optimize editor will then open, allowing you to make code-free changes to your page. For example, if you select and right-click on some text, you’ll have the option to remove or edit the text, as well as modify the text’s HTML.You can even adjust the text’s size, font, and color from the editor palette menu. Once you complete your changes, click “Done,” and you’ll return to the previous page. Remember that most A/B tests have one variant versus multiple variants as you build your variants.5. Add your targeting settingsNext, add your targeting settings, which include:
Page targeting: Use URLs to determine when an experiment will fire, such as for sitewide tests.
Audience targeting: Reference a user’s location, device, and more to include or exclude them.
If you’re unsure whether an experiment would fire, you can check your rules in the page targeting settings by entering a URL. You can also access the Google Optimize debugger by returning to your variants and selecting “Debug” from the “Preview” dropdown menu.6. Choose your objectivesYour objectives are the next step in this Google Optimize tutorial. First, link your preferred Google Analytics view with your experiment. If you have a view that excludes company traffic, you may use this view to avoid tracking co-worker activity, like testing a checkout process, that could skew the results.Next, choose up to three objectives. Your primary objective, which is the first objective you select, is what Google Optimize uses to determine if your experiment has a leader. Consider your primary objective as the most important goal for this experiment, such as product purchases or form submissions.
When selecting an objective, you’ll have two options:
Choose from list: Includes system objectives, like bounce rate, and Google Analytics goals.
Create custom: Includes custom events and custom pageviews.
Once you select your primary
