eBrandz Blog

A quick guide to Website Optimizer usage

Every site owner wants his or her ads to do well. To measure the level of success against your expectations, you mostly make use of click & conversion tracking for an insight into the site users’ behavior pattern on your different pages. If they are accessing your pages, and you are still not getting the desired conversion results you seek, what are the steps that you need to take?

It’s high time to make marked improvements to your website. In this endeavor of yours, Website Optimizer can come in handy. Here’s how it can be of help:

  1. It’s a tool that can greatly help you enhance the effectiveness of your business site. This is highly critical to assure a decent return on your investment (ROI).
  2. By letting you test different versions of the content types on your site and its pages, you are in a position to decide what will best hold the users’ attention and lead them to actively convert on your website.
  3. The Website Optimizer tests the different content versions on your live business site to find out the best possible way to higher conversions with your original content and its variations you want to try out.

Experiments to enhance your site’s conversion rates

An experiment in context of your broader site traffic pattern by using those variations helps to check the effect each variation has on your site’s conversion rates. The findings can help you establish the plan to your site’s modifications.

In factorial experiments, multiple factors like headline, image, etc with multiple choices for each of them such as headline1, headline2 etc  are simultaneously tested (as against to A/B experiments). One would learn from a factorial experiment about each combination of the available or given choices. If you for instance, had two page sections (say, headline and image) with each having 2 variations, you would know about all the 4 possible combinations. These experiments are designed to limit the number of combinations, so they won’t need as much traffic volume, while they are tested,.

The benefit of cutting down the combinations might come at the cost of reducing the end result possibilities from the experiment. Testing only a fraction of the possible combinations won’t let you to grasp interactions between factors like whether a particular headline does influences the performance of a particular image. The cost factor plays a role in producing the number of combinations.

A website experiment though, can employ a full factorial design. It can deduce the same conclusions with exactly the same number of impressions as a fractional design. An increased number of impressions can allow the full factorial design to provide deeper conclusions. A full factorial design allows you to understand interactions among factors often ignored by fractional designs.