Google Analytics – Content Experiments

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Finally Google is merging Google Web Optimizer with Google Analytics. This is a big move by Google by simplifing the Optimisation tools into one single platform. Till now, Google have already combine a few own platform and introduce new features and it is clear that Google is moving towards to a much better platform for data collection. Although it is still not comparable with pay tools as Google still don’t have any intergation with any other company.

Since Google Web Optimizer will be shut down in less than 2 months (1st August, 2012), so if anyone still running any test on that platform will no longer accessable. Here is some initial finding between the old version and the new Content Experiments.

1. The new Content Experiements is only able to do page testing and not element testing. This could cause issues if you want to do multi-varient testing as you might need to create all the varient

2. Now every test have to associate with the goal and which being limited to Google Analytics limits of 20 goals. On the positive side now you can measure the event as conversion instead a pageview so we can measure the action as the conversion

3. All test will only able to run for 3 months and cannot be extend. Therefore, low traffic site might not be able to get any winner due to the low quality of visits

4. The new coding involve is much easier to implement and the steps are much more clear

5. Now you can create the test in advance and choose to run it later

6. Much more easier to disable varient then the old version so the user have control to do that and no need any technical team to help to do so.

7. The most power feature is to be able to do segmentation within the report that wasn’t possible to do in web optimizer

Overall, it is quite impress with the content experiments and hopefully there are more and more new features going to roll out especially the element testing.

So let us show you how easy to setup Content Experiments.

Currently the report is under the Content Section and seems not every account have enable yet.

1. Once enter the report you will have an overview of all the running experiment.

2. It is very simple to add a new experiment by identify the page you want to optimise.

Content Experiments - Test Page

3. Once the optimisation stage is being identify then you can add in new varient. Note it have to be unique URL.

Content Experiments - Varient

4. In the new Content Experiment you have to setup a specific goal before you can move to the next step. Also you can set the percentage of new visitor will fall into the test.

Content Experiments - Goal Setting5. Once everything is done, then you need to insert the code. In the new content experiment, the code is much simpler and there only one script to be insert. Therefore, it is much easier and faster to implement.

6. After inserting the code, it is similar to the Web Optimizer that it will validate the implementation is correct or not.

Content Experiments - Validation

7. Once the validation is complete then you can check all the varient and choose to proceed the experiment or save it later to run.

Content Experiments - Final Step

8. Now basically everything is complete and the data should flow in within 24 hours.

Content Experiments - Report

To conclude, it is a big step for Google and certainly simplify the technical involvement. If you have any questions, you can visit Google Blog.

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