We mentioned in our last blog post that analytics can help web designers. Next, we'll look at how setting up an A/B test with Google is an easy way to gauge the effectiveness of a page element.
With an A/B test, you measure which of two designs is the most effective at converting customers. It can be of great use to professional website designers. Here's how to get started:
- Sign in to Google Website Optimizer
If you don't have an account, sign up to Google Website Optimizer.
- Choose a goal
Before you begin, you need to choose a specific goal to measure (and a specific page). For example - if your page is designed to sell a product, you may want to test whether a large red or green button converts more customers. (Try not to test too many elements at a time, or it will be harder to interpret results.)
- Create experiment
Go to your Experiments page in Optimizer, and choose Create Experiment. You will be able to name it anything you choose. Make sure you select A/B Experiment.
- Enter your test page
Once you have created your experiment, enter the URL of the page you want to test, then add the URL of the alternative page. NOTE: You will need to create this page and upload it to your server. So, in the case of our example, we have the original page (with big red button) and our experiment page (with big green button).
- Enter your conversion page
Because you're tracking a specific metric (i.e. whether red or green buttons convert more customers) you need to have a conversion page. So, in our case, it would be the URL of that users reach when they click the button - possibly a shopping cart. (It could equally be something like a sign-up page etc.)
- Add the right code
Once you have clicked continue, Google will provide you with three sets of Javascript code. You just need to add these in the HTML of the appropriate pages. Then, click the Validate Pages button to make sure they're correctly formatted.
Click Launch Test, and you're set!
- Interpreting your results
The great thing about A/B tests is that interpreting them is usually pretty easy. As you've only changed one on-page element, you know that if you're getting a third as many clicks on the red button as you are on the green, then the red button is better for your eCommerce website design.