Google has finally released its A/B testing tool, Optimize 360. We think this is great news, but you might be wondering why. There are already several other tools that can get the job done. And that’s true. But if you’re using Google Analytics (or even Google Analytics Premium, which is now called Analytics 360), you can now get even more out of your current analytics tool.
Let us take a look at what Optimize 360 offers.
Better Analytics When Comparing the Same Data
Analyzing your Optimize experiments happens directly in your analytics tool, which means that you never need to compare apples and pears; instead you are looking at the same numbers as in the test reports and do not need to spend time thinking about why your testing tool and your analytics tool are reporting different things. For example, if you have a view in Google Analytics where you filter out internal visitors, they will not be included in the test evaluation either.
Increased and Simplified Segmentation
But it’s not just because Optimize 360 simplifies analytics that we want to work with it. We’re also looking forward to using our existing segments in Google Analytics to set up tests and start personalizing the experience for our visitors. We all know that what makes one target audience happy might not be at all appropriate for another target group, so instead of working with additional personalization tools, we can now use our Analytics segments for this.
Up until now, it’s been tricky to segment the target audience included in the test by using Google Analytics segments. Previous tools have had built-in support for the more basic target audiences, such as new and returning visitors, but now we can finally test specific segments of visits, such as whether visitors are coming from a specific campaign and are visiting the website for a third time and residing in Stockholm. We can even use metadata from custom dimensions to build these groups.
Say that you have data about which type of customer group your visitor belongs to, if she is a big spender or a more price-conscious individual. Instead of creating a website that appeals to everyone, we can now test what appeals to the different groups and adjust the messaging we aim toward them. Or, as an example, if you have data about when a customer first became a member and you know that customers on average churn after six months, you can then create tests to craft the perfect message in month five to retain them as customers.
The list of possible tests we can now run is endless and very exciting. Have you ever wondered what impacts your website’s conversion and why a test you ran never obtained a significant result? You might have been on to something, but it only suited a certain segment of visitors. The problem was that you tested your theory on all visitors. Now you can find a perfect balance.
In addition to everything mentioned above, we are grateful that Google has put an extra bit of focus on developing the interface so that even people without web development experience can use it and that they considered the feedback we provided.
Google aims to provide an extra intuitive tool, where people without programming experience easily can understand how the code is generated. These smart breadcrumbs let, for example, users keep track of how the HTML hierarchy looks for each selected element.
Previously Google’s testing tools (Google Website Optimizer and Content Experiments in Google Analytics) have not been able to offer a WYSIWYG interface at all, so there’s a clear improvement right there!
It’s even easy to specify geo targeting – no really, it is extremely easy. See here:
So, Here’s a Summary of the Benefits of Optimize 360:
- It reports the same data as Google Analytics.
- Streamlined geo targeting.
- We can use our Audience Lists to direct tests at and change the experience for visitors.
- Metadata in the form of Custom Dimensions becomes unbelievably powerful.
- Tests that can use information in the data layer in Google Tag Manager.
– A little step for mankind, a big step for analytics!