Google Optimize and A/B Testing

Creating our Hypothesis…

One of the best things about Google Optimize and its many tools is the functionality testing that allows marketers to experiment and hypothesize different ways to tweak their websites in order get the best performance from content, drive engagement, or simply to test visual layouts of their site. Here’s my hypothesis: “Enlargement of the add to cart button by 25% will increase revenue by 10%”. My theory is that simply increasing the size of the button itself could possibly lead to more clicks and hopefully more purchases from customers; a subtle change that could be beneficial.

Implementing our Hypothesis…

In order to actually test our hypothesis – we first need to link Google Optimize to our analytics so that we can start making the necessary changes and begin personalizing the website experience for our users. After that is completed, we just need to follow the simple steps laid out by Google on their Google Optimize Resource Hub help page:

  1. Go to your Optimize Account (Main menu > Accounts).
  2. Click on your Container name to get to the Experiments page.
  3. Click Create experiment.
  4. Enter an Experiment name (up to 255 characters).
  5. Enter an Editor page URL (the web page you’d like to test).
  6. Click A/B test.
  7. Click Create.

It really is as simple as that, and Google Optimize makes it easy to create plenty of A/B tests in order to see what might be working for your site. It is an incredibly useful and insightful tool that not only allows for the better customization of your website, but really helps to better understand the behaviors and actions that users take when engaging in your content. So test to your heart’s content! There are plenty of ideas to explore, have fun!

Citation: Google. (2021). Create an a/b test – optimize resource hub. Retrieved April 09, 2021, from

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