¿Qué es Google Optimize y para qué sirve

What is Google Optimize and why

Google Optimize is a tool for conducting "experiments" on websites and customizing content to target different audiences. The goal is to optimize websites for user experience, and to perform controlled tests of different variants of the same content to choose the best, i.e. create A/B tests.

Google Optimize is part of Google's "Google 360" suite of digital marketing tools, along with Google Analytics, Google Attribution, Google Audience Center, Google Tag Manager, and Google Surveys.

To start using Google Optimize, it will be necessary to install tracking codes for both Google Analytics and Optimize (as they are synchronized and work together) on the website to be optimized. It will also be necessary to use the Google Chrome browser and the Optimize extension.

What kinds of experiments can Google Optimize do?

A/B Testing: It is the simplest type of testing, as it involves creating two versions of the same page, one with a different element and analyzing which one works best. This is an experiment that can be used to see how changing a particular design, for example changing the font size or the title image, will affect it.

-Redirect test: It works in a similar way to the previous method, but instead of making the change from Google Optimize, it allows the user to use a different URL. It's an experiment designed to test more than one change, particularly one designed to change the layout, for example, to test how a website redesign works.

- Multivariate testing: allows you to analyze how different changes work. For example, to test different fonts or image sizes. For example, if you want to change the size of the headers, but also the color of the links, then instead of doing several A/B tests, you can do multiple variants with all possible combinations to analyze which one will work best.

Multiple Testing: Works like A/B Testing, but create a variant on more than one page of the site to improve test results. For example, e-commerce wants to know if "add to cart" or "add to cart" works better, with this test you can change several product pages to see which version is better.

How do I create an experiment in Google Optimize?

Here are some very simple steps to get started with the first few tests:

-Define test parameters: You must specify all aspects of the webpage you want to optimize and hypotheses, for example, "Increasing the font size will reduce the bounce rate." It is important to define a scale to have something to measure.

-Start: To do this, from Google Optimize, you need to click on Start Experiment, which will open the experiment blocker. You must name the experiment, enter the URL, and the type of experiment most appropriate for the available options: a/b testing, redirection testing, or multivariate testing.

-Original version: The original page will then be automatically generated to serve as a control version for performance comparison.

Goal Setting: Google offers a series of preset goals (page views, session duration, bounce rate, etc.), but it also allows you to configure custom goals. In this section it is also possible to configure the number of visitors to whom the experience will appear, as well as the distribution of traffic between the variables.

- Preview and run the test: Finally, it is enough to run a preview test, to make sure that everything is working correctly and start the experiment. Once launched, the results must be accessed periodically to analyze its operation.

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