Whenever we talk about Google Optimize, we are simply talking about Conversion Rate Optimisation (or in short CRO). Not to mention, it’s the latest darling of the online marketing world. With many companies boasting triple-digit increases in conversion rates as well as millions of pounds in profit. By making a few seemingly simple changes to their website it’s easy to see the appeal.
In this article, I will strip away the theory and give you a simple, actionable set of doing it yourself (with a complete conversion rate optimization guide). Above all, this guide is probably bested suited to in-house online marketing teams. Particularly, those who have the responsibility of improving conversion rates. But, not necessarily with a budget, time, or resources with which to do it.
However, I hope there will be some tips here for anyone interested in learning more about the process. And as with all online marketing advice you read on the internet, it should be pointed out that this is just one approach. And also, just one point of view.
So, do you want some proven strategies for making the most out of Google Optimize? At the same time, as you understand the power behind a simple tool like Google Optimize. Paired with the fact that jmexclusives only makes things easier. In reality, it’s a great way to see what’s working on your website, and what’s not, so you can continue to grow and improve.
What Is Google Optimize?
Google Optimize is an online split-testing tool from Google that plugs into your website and enables you to experiment with different ways of delivering your content. While facilitating three types of testing – A/B testing, multivariate testing, and redirect testing. Typically, Google Optimize is used for conversion rate optimization (CRO).
As of today, most marketing teams are structured to drive traffic toward websites, which then converts into leads for the sales team to close. Once this process starts to deliver results, marketers then seek to generate even more traffic, and hopefully even more success.
Although it might be an oversimplification, that’s the standard marketing playbook. Whereby, few marketing teams focus on getting more from existing traffic. That’s where conversion rate optimization (CRO) comes in. Through the use of a basic tool such as Google Optimize Adon.
But, before we look into Google Optimize, it is important that we understand What is conversion rate optimization (CRO)?
What is Conversion Rate Optimization (CRO)?
Conversion rate optimization (CRO) is the process of enabling people to take action when they visit a website. By designing and modifying certain elements of a webpage, a business can increase the chances that site visitors will “convert” into a lead or customer before they leave.
Many websites are designed to convert website visitors into customers. These conversions occur all over the website. Such as on the homepage, pricing page, blog, and landing pages.
And all of these can be optimized for a higher number of conversions. The process of optimizing those conversions is exactly what CRO entails. Having said that, below is a little more detail on how the above website elements can benefit from CRO.
In the first place, a Homepage is a prime candidate for CRO. In addition to making a first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them further into your website.
You can do this by emphasizing links to product information and offering a free signup button. Or even incorporating a chatbot that solicits questions from visitors at any point during their browsing experience.
2. Pricing Page
Secondly, a website’s pricing page can be the make-or-break point for many website visitors. Keeping in mind, CRO can help a pricing page convert visitors into customers. By modifying the pricing intervals (e.g. price per year vs. price per month).
Or rather, describing the product features associated with each price, and including a phone number for visitors to call for a price quote.
Equally important, a blog is a massive conversion opportunity for a business’s website. In addition to publishing thoughtful and helpful content about your industry, a blog can use CRO to convert readers into leads.
In general, this process often includes adding a Call To Action (CTA) throughout an article. While at the same time, inviting readers to learn more about a topic. For instance, by submitting their email address in exchange for an eBook Publishing or industry report.
4. Landing Page
Lastly, a Landing Page is inherently designed for people to take action too. An event landing page, for example, can be optimized with a video of last year’s event to encourage visitors to register for this year’s. A landing page for a free resource can be optimized with preview content from that resource to encourage users to download it.
Conversion rate optimization is a huge, often untapped opportunity for marketing teams. And you might be surprised by the oversized impact you could deliver by fine-tuning your website for conversions.
How does Google Optimize work?
As can be seen, Landing Pages are important simply because they help increase your conversion rates and lower your cost of acquiring a lead or sale.
The main reason for this is that targeted promotion or product-specific landing pages are focused on a single objective. Especially, that matches the intent of the ad that your visitors clicked on to reach your page.
And if you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general-purpose in mind. With this in mind, to help increase your general site pages, that’s where Google Optimize comes to play.
There are two key elements to Google Optimize:
An Editor: It lets you create altered versions of your pages, to test different HTML content options against one another (e.g. in Version A, the web page shows a green CTA button; in Version B, the same button is yellow). The Editor works with a range of device type views, including mobile.
A Reporting suite: It uses data from your linked Google Analytics account to provide insight into the experiments you set up using the Editor. The Editor is where you can see, for example, whether Version A or Version B got the best click-through rate.
The Editor and Reporting suite are used together to set up and analyze experiments into what works best on your web page.
What’s the point of using Google Optimize?
It speaks volumes to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
Using Google Optimize to achieve a higher conversion rate can increase the average value of visits to your web page. As an example, we can put it this way;
If 10,000 people visit your web page per month, and 2% of those people convert at a conversion value of £10 each, those visitors will bring in a total of £2,000, at an average value of £0.20 each.
But, if you can use Google Optimize to improve that page’s conversion rate to 3%, those 10,000 visitors will then be worth £0.30 each. And, therefore, they will bring in a total of £3,000.
Of course, by increasing the conversion rate by 1%, jmexclusives gained an extra £1,000 per month in revenue without needing to increase our marketing costs.
What’s more, is that your website is your store window. And that’s why you should engage your website visitors like never before. By creating personalized experiences and running website tests — for free.
1. Let your data guide you
Optimize is natively integrated with Google Analytics, so you can quickly understand how your website can be improved. Thereby, driving better results from your own screen in minutes.
2. Test your website
Easily run tests on your website’s content to learn what works best for your visitors, including A/B, multivariate, and redirect tests.
Optimize is natively integrated with Analytics to help you identify which parts of your site need improvement. Use your Analytics site data to quickly and easily identify problem areas. Then again, turn those insights into action. While delivering an online experience that works best for your customers.
3. Tailor a compelling experience
One size never fits all. Customize your website experience to suit each type of audience. Create custom landing pages for your Google Ads and convert more visitors into customers.
Powerful capabilities let you focus on specific user segments to deliver better, more personalized experiences to your customers. Go even further with Optimize 360 to deliver custom experiences to your Analytics audiences. In that case, without needing to build new ones.
Why should you Invest Time and Effort?
I am a big fan of Conversion Rate Optimization using Google Optimize Bookmark. Every time an experiment on Google Optimize helps you improve a page’s conversion rate, the average value of your acquisitions goes up.
While we should obviously point out that other page optimization tools are available and do a great job, they often come with a monthly subscription fee.
And inasmuch as they are productive too, they won’t necessarily integrate as seamlessly with Google Analytics. Or rather offer the full feature set provided by Optimizer.
However, whatever tool you choose to help hone your website experience, the great thing about conversion rate improvements is that they will continue to show a return on the time you invested.
Especially in the improvement for as many months as the page, you have optimized is up and running. Also, work done on improving your conversion rate will help to show an increased ROI across all your activities and channels.
Once you have optimized and enhanced your key pages, you can far more confidently invest in paid search. As well as your social campaigns to attract much larger audiences for your optimized content. Before you proceed, please read and learn more About Google Marketing Platform.
How do I get Google Optimize?
As an example, having fewer links on your landing page has been proven to increase conversion rates when it comes to paid advertising. Because after all, there are fewer available distractions.
And also, which is why expert marketers doing paid advertising always use a dedicated standalone landing page as the destination of their ad traffic. So to get started with Google Optimize, you need to;
- First, sign up for the free version of Google Optimize. Not forgetting, there’s also an enterprise version of the tool. In that case, Google Optimize 360 (enterprise version) carries a subscription fee. However, I recommend sticking to the free version while you’re getting started.
- Secondly, you can choose your language. Bearing in mind, Optimize is currently available in 37 languages. Making it an ideal choice if you’re collaborating on your CRO experiments with colleagues around the world.
|Decide your Optimize solution||Optimize||Optimize 360|
|Then sign up for free or talk to a sales representative to get started.||– Start for Free||– Talk to Sales|
|Perfect for…||Small to medium-sized businesses just getting started with experimentation.||Larger enterprises or those businesses with more sophisticated testing needs.|
Google Optimize shows you which site experiences engage and delight your customers and gives you the solutions you need to deliver them.
Optimize was built on top of Analytics, so you can get set up in minutes by adding a single line of code to your existing Analytics implementation. Once the code is added to your site, you can publish new experiences to your users with a few clicks.
Quickly test different variations of your website. As you focus your experiment on your Google Ads and see what works best for your customers. Also, test and deliver better experiences with a variety of experiment types. An easy-to-use visual editor and so much more.
Finally, with the above-revised guide, I hope you are going to consider Google Optimize on your next marketing plan. But, if you’ll need further support or even additional guidelines, please Contact Us. You can also share your thoughts and contributions in the comments section below this blog.
- Create a redirect test
- How to do A/B Testing
- Multivariate Testing
- What is Conversion Rate Optimisation?
- Landing Page | A Beginner’s Guide to SEO Webmasters