Improve your lead conversion with Google Optimize: does that work?
Every good entrepreneur who offers online services or products is constantly looking for ways to maximize his conversion. As an entrepreneur you have probably wondered if your website actually gets the most out of its traffic. To this end, Google launched a promising tool for improvement in 2017: Google Optimize. This offers many interesting possibilities for every entrepreneur who would like to improve his online conversion. In this blog we explain why you would use Google Optimize, what options you have and what it can deliver.
How does it improve google Optimize my website?
The key question: how will Google Optimize ensure that my website will have a higher conversion? In Google Optimize, you can run three types of tests that can help you optimize your website. Prior to such a test, you first set a goal: what exactly do you want to measure? In many cases you will want to know how many visitors ultimately decide to purchase a product or service. But also registering on your newsletter, requesting a quote or other actions that visitors can perform on your site can be measured.
The first test you can have is the A/B test. A part of your visitors (to be specified in advance) will see variant A of a certain page. The other part sees variant B. Think of a large, green order button versus a large, red order button. An A/B test involves a relatively small difference on an otherwise identical web page. This allows you to measure very specifically what impact such small adjustments can have. Maybe your landing page will score much better with a nice picture of a lady instead of that picture of a gentleman?
You can also use Google Optimize a redirect test to carry out. A redirect test is similar to an A/B test. However, you are not testing a small variation on the same page here, but you are testing two completely different pages. Part of your traffic is redirected to landing page A and the other part to page B. You use such a test, for example, to test a new design of your landing page.
Finally, there is the possibility for a multivariate test. In this type of test, you measure the success of all possible variants of one page. For example, you might want to test two different paragraphs of text and three different illustrations. The multivariate test then builds (two times three is) six different pages and tests them against each other. Visitor X can therefore find a completely different landing page than visitor Y. The test results will eventually show you which combination has been the most successful.
For which type of entrepreneur supplies google Optimize something?
As with many e-commerce tools, with Google Optimize, you have a lot of control over how much you get from using it. Google Optimize is not a holy grail that will suddenly bring you mountains of customers. However, serious use can give you continuous nudges in the right direction.
A good website never stands still and is continuously subject to renewal and improvement. Every entrepreneur who has already understood this and who is serious about working with it or wants to, should try Google Optimize at least once without any obligation. There are, however, a number of things to take into account.
Google Optimize works best when you already have an acceptable amount traffic to your website. The software will help you get the most out of your visitors, but will not help you get more visitors. If you are still attracting few visitors to your website, Google Optimize's analyzes are of little use. The dataset is then simply too small to draw reliable conclusions. Then focus on attracting more visitors first and save Google Optimize for a later moment.
You should also realize that Google Optimize assumes that each visitor has an individual lead is. When your company mainly does business with (larger) companies, your website will generally be visited more often by employees of such a company. These visitors will not blindly convert into a customer, because the start-up process is longer. They may send you an email or contact you by phone. Is your company mainly B2B-oriented, keep this in mind by smartly delineating your Optimize tests. For example, measure the click through to deeper pages instead of requesting a quote.
Everything is conversion
You don't have to explain to the average online marketer that his business exists by the grace of conversion. Which part of your website visitors do you eventually know? to convert to paying customers? Your conversion significantly influences the (financial) success of your online offer. After all, your number of visitors multiplied by your conversion determines your turnover. Getting a lot of visitors is nice, but you ultimately want to convert them into customers.
Google Optimize is a well-arranged piece of software that mainly focuses on the SMB segment. The tooling is primarily designed to continuously measure and influence your online conversion as an entrepreneur. As is the case with other Google products, you don't have to be an experienced online marketer to use it.
Free vs Paid
The basic version of Google Optimize is completely free. This immediately distinguishes it from major competitors such as VWO and Optimizely. You will soon have to pay tens or even hundreds of euros per month, even for a basic version. You can do a surprising amount with the free version of Google Optimize – at least more than enough for the average SME.
The paid variant offers, compared to the unpaid, the possibility to perform target group-specific tests. In addition, you can run more tests side by side and, if desired, you will receive personal help. For the average entrepreneur, however, the free version will be more than sufficient, especially in the beginning.
Integration and Compatibility
If you have ever been somewhat serious about optimizing your website, you will Google Analytics have used or considered – or at least heard of. An advantage for those who already use it is that all Analytics data can be integrated one-to-one with your Optimize data. This ensures that Google Optimize immediately has a large container of relevant information and can provide you with substantiated improvement advice faster.
Furthermore, you will – how could it be otherwise – have to use Google's Chrome browser, because Google Optimize works via a Chrome extension. You download this and add it to your browser. That sounds like a limitation, but in practice working via an extension - so directly in your browser - is a lot easier than via separate software.
More customers, more sales
Ultimately, you will also need to be able to continuously convert the learnings that Google Optimize offers you into actual improvements on your site. In most cases you will actually see an increase in conversion: more customers, and therefore more turnover. Don't get too complacent about that. You will have to keep coming up with improvement initiatives yourself and you will have to keep testing them yourself. Google Optimize will in turn ensure that you almost always make the right choices.