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 improves Google Optimize my website?
The key question: how will Google Optimize ensure that my website runs a higher conversion? In Google Optimize you can perform three types of tests with which you can 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 will eventually purchase a product or service. But also registering with you newsletter, requesting a quote or other actions that visitors to your site can perform can be measured.
The first test you can have performed is the A / B test. Hereby a (to be specified in advance) part of your visitors sees 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 photo of a lady instead of that of a gentleman?
You can also use Google Optimize redirect test to carry out. A redirect test is similar to an A / B test. However, you are not testing a small variation here on the same page, 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. For example, you use such a test to test a new design of your landing page.
Finally, there is the option for one multivariate test. With this type of test you measure the success of all possible variants of one page. For example, you want to test two different paragraphs of text and three different illustrations. The multivariate test then builds (two times three) six different pages and tests them against each other. Visitor X can therefore find a very different landing page than visitor Y. The test results ultimately show you which combination has been the most successful.
For which type of entrepreneur supplies Google Optimize something up?
As with many e-commerce tools, it also applies to Google Optimize that you have a great deal of control over how much use you gain. Google Optimize is not a holy grail that will suddenly bring you mountains of customers. However, serious use can give you continuous push in the right direction.
A good website never stands still and is constantly subject to renewal and improvement. Every entrepreneur who has already understood this and is serious about it, should try Google Optimize at least once without obligation. There are 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 helps you get the most out of your visitors, but does not help you get more visitors. If you still attract few visitors to your website, the Google Optimize analyzes make little sense. The data set is then simply too small to draw reliable conclusions. First focus on attracting more visitors and save Google Optimize for a later moment.
Furthermore, you must realize that Google Optimize assumes that every visitor is an individual lead is. If your company mainly does business with (larger) companies, your website will as a rule be visited more often by employees of such a company. These visitors will not indiscriminately 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 primarily B2B-oriented, take this into account by cleverly 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 company exists by the grace of conversion. Which part of your website visitors do you ultimately know? to convert to paying customers? Your conversion has a major influence on 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 fun, but you ultimately want to turn them into customers.
Google Optimize is a well-arranged piece of software that focuses primarily on the SME segment. The tooling is primarily designed to continuously measure and influence your online conversion as an entrepreneur. As with more Google products, you don't have to be an experienced online marketer to use it.
Free versus paid
The basic version of Google Optimize is completely free. This immediately sets it apart from major competitors such as VWO and Optimizely. Even for a basic version, you have to pay tens or even hundreds of euros a month there. With the free version of Google Optimize you can do a surprising amount - at least more than enough for the average SME.
The paid variant offers, compared to the unpaid, the possibility of conducting target group-specific tests. In addition, you can run more tests next to each other and, if desired, you will receive personal assistance. For the average entrepreneur, however, the free version will certainly be more than adequate, certainly in the beginning.
Integration and compatibility
If you have ever been somewhat serious about optimizing your website, you will Google Analytics used or considered - or at least heard of it. An advantage for those who already use it is that all Analytics data can be integrated one-on-one with your Optimize data. This ensures that Google Optimize immediately has a large body 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 have 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 sales. Don't get too easy 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.