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Website Optimiser - Test and enhance your website

Friday 20 February 2009 | 14:37

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Over the last few weeks, we have discussed techniques for monitoring your website's performance using Google Analytics. With the reporting Analytics provides, you may havenoticed areas you'd like to work on. For example, if your homepage has a very high bounce rate, or people are leaving your sales / enquiry form pages too early, how do you fix this in order to turn more visitors into paying customers? Website Optimiser gives you the opportunity to test variations of your current web pages to see what content works best on your site.

What is Website Optimiser?

So what is it? Website Optimiser is a free testing platform and optimisation tool which allows you to run different variations of your site’s content simultaneously. Your incoming traffic is automatically split so that each variation of a web page you want to test is exposed to equal proportions of your visitors. Website Optimiser then tracks which variation is most successful in generating conversions for you, i.e. sales, leads, or any other action you deem valuable. Using Website Optimiser to test and improve your site content, you can dramatically increase revenue and ROI, and it doesn't cost a penny.

For example, let's say you feel there's room for improvement on your landing page. You've noticed it has a high bounce rate, but you're not quite sure how to fix this. Is there too much text on the page? Should you make the call to action button bigger? Should you add / remove imagery or links? You go ahead and create a new 'improved' page variation. Instead of taking a leap in the dark and trying to guess whether the new page performs better than the old page, you can use Website Optimiser to find out. Once the test has been launched, Website Optimiser will divide your traffic between the two pages and will then advise you via detailed reporting as to which page drives more leads/sales.

Why should I start using Google Website Optimiser?

1. Increase conversions: It's not uncommon when optimising key web pages for a few small changes to double, or even triple, conversion rates. You put a lot of time and effort into driving traffic to your site. Why risking losing visitors you've worked so hard to bring on board? Tweaking and testing web content could increase your site's conversion rate so that you're getting a higher return on investment from the same volume of visitors.

2. Eliminate guesswork from site design: Why base design decisions on assumptions? Instead of trying to guess what button converts best, or which headline is the most compelling, let Website Optimiser take the guesswork out of site design, by leveraging empirical data from real visitors.

3. Improve landing pages: Reduce the number of would-be customers you lose through ineffective landing pages. Website Optimiser's automated testing makes it easy to fix and deploy compelling web pages.

4. It's really easy to use: You don't have to be a statistical genius to use the tool. Providing you have the new page variations ready, you can set up tests in under 10 minutes.

Still not convinced? See what our advertisers have to say about Website Optimiser.

Where do I begin?

Visit to sign up for your free Website Optimiser account and further details on testing best practices.

Posted by Edward Jackson, Website Optimiser Team