Google Website Optimizer (WO) is a tool that allows users to determine and test which website pages are working best for them, which can assist in improving your site’s usability and increasing conversion rates. WO is built on the Google Analytics engine, which enables data to be gathered, and reports to be generated for each WO experiment. Two types of experiments can be created in Website Optimizer:

1. A/B Split Test – an A/B Split experiment involves the user defining an original test page, any number of alternative pages, and a conversion/goal page. When an individual visits the original experiment page on your website, they are instantly and randomly redirected to one of your alternative pages.
2. Multivariate Test – a Multivariate experiment involves the user declaring a single experiment page, and defining variations for specific sections on that page, such as header, image and ‘call to action’ button. When an individual visits the experiment page, they are presented with a variation comprised of these sections.

The interface used to create an experiment in Website Optimizer is displayed.

The Freestyle Experiment module integrates with Google Website Optimizer to allow you to create and manage your tests from within the CMS interface. The primary benefits of this module include:

• Ease with which an experiment can be added in Freestyle
• Support for additional experiment details, such as the capability to specify multiple conversion/goal pages, and also define file downloads as a goal
• Integration with WO, which provides the ability to enter information such as the experiment start and end dates using the Freestyle interface, and have these details instantly reflected in Website Optimizer

Freestyle supports the creation of both A/B Split and Multivariate experiments. Creating an A/B Split test simply requires you to add your original, alternative and goal pages as regular pages in Freestyle, as shown in the image below.

To produce a multivariate test, you are provided with an option in the Freestyle Rich Text Editor (RTE) to add a new section, as highlighted in the following screenshot.

Once your test pages have been defined, you are able to link them to a specific experiment. The process of creating an experiment in Freestyle is simple, and can be achieved using the following interface.

The Freestyle Experiments module will enable you to utilise Google Website Optimizer to evaluate website content and design, and optimise your site accordingly to increase your conversion rate.

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