Google has announced the release of Google Analytics Content Experiments, which brings website testing into Google Analytics. This means Google has decided to retire Google Website Optimizer as a standalone tool, where by now website testing will be fully integrated into Google Analytics.
At TechWyse, we have been testing this new feature in Google Analytics and here’s our feedback.
No hassle implementation
Google Analytics content experiments feature is designed with step by step instructions on how to implement tests for identifying pages that convert the best.
- Content Experiments reuses Google Analytics tags so that you only need to add one additional tag to the original page. In short this simply means that you are not required to add the tracking script to both original and variation pages. All that’s required is to add the control script to original page that controls the version.
- Content Experiments helps you optimize for goals you have already defined in your Google Analytics account. No separate goal page is needed for the experiment; it takes the default conversion/goal setup that from the Google Analytics account.
- Google Website Optimizer test variation page source will always be ‘direct’ (in Google Analytics) as it’s redirecting from original page when the variation page is triggered. We had a fix for this issue and this has been mentioned in our blog. Now, with this content experiment feature in Google Analytics, it would get fixed in the system without the need for any additional fixes.
- Advanced segmentations can be applied to the content experiments data.
Here’s a list of a few differences that we noticed with Content Experiments compared to the standalone Google Website Optimizer tool.
- Multi Variation Test methods has been removed. Google has mentioned that their team is looking forward to implementing mechanisms within Content Experiments to support experimentation of dynamically generated content. It’s safe to expect a feature like multivariate testing within Content Experiments very soon.
- There are a maximum of 5 variations per experiment. Google Website Optimizer allowed for unlimited variations.
- There are a maximum of 12 tests per profile allowed. It’s possible to create more than 12 tests per profile, you just can’t run them all at once.
- Tests will automatically expire after 3 months. This was done in-order to prevent tests that are left running without a statistically significant winner.
With the Content Experiments feature enabled, Google analytics has become a stronger and more robust analytics tool. If you are using the standalone Website Optimizer tool, begin migrating your optimizer tests to Content Experiments. The last day you can access Google Website Optimizer is August 1, 2012. So get migrating before it’s too late!