Pros & Cons of Google Website Optimizer
Google Website Optimizer allows you to test different versions of a landing page so you can gather user performance data and select the page (or different elements of a page) that generates the most conversions.Google Website Optimizer Pros
- Google Website Optimizer is a free tool. So if one of your concerns is budgetary, know that you don’t need to spend a penny to start testing
- ou don’t have to be a Web developer or a highly-skilled CRO expert to launch an A/B test. Setting up an experiment in GWO is relatively quick and easy
- Leveraging a free tool that’s able to help you increase sales is about as good as it gets when it comes to ROI.
- Google Website Optimizer is pretty one-dimensional. There are a lot of things you can’t do that you are able to do with some of the really advanced paid CRO platforms like Test and Target and Liveball, such as….
- Tracking Multiple Conversion Paths: Unless you have access to engineers who can hack the tracking script, you can only test one conversion path in each experiment. This is a drawback because if you wanted to test a few different offers on a page, you’re restricted to testing only one at a time, and to test multiple offers on a page (say a home page for instance), you’ll need to run subsequent tests on each offer. NOTE: if anyone knows of a script hack to test multiple conversion paths simultaneously in GWO, feel free to drop a link in the comments.
- Can’t Control Traffic Split: GWO controls traffic distribution on experiments and attempts to split traffic equally between test pages, meaning there’s no ability to run a custom traffic split, like 60/40, 70/30, etc.
- Can’t Segment Visitors: With GWO, you’re unable to implement advanced visitor segmentation or to show different pages to new users vs returning visitors or based on search term or location, etc.
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