Benefits of Experiments

If you have a website, then you have goals that you want your visitors to accomplish (e.g. make a purchase, sign up for a newsletter) or metrics that you want to improve (e.g. revenue, visit duration, bounce rate). Experiments lets you test which version of a landing page leads to the greatest improvement in goal completion or metric value. You can test up to five variations of a page.

If you want to conduct experiments with your apps, you can use the Experiments API. You can also use the API for web page experiments.

Content Experiments is a somewhat different approach from either standard A/B or multivariate testing. Content Experiments is more A/B/N. You're not testing just two versions of a page as in A/B testing, and you're not testing various combinations of components on a single page as in multivariate testing. Instead, you are testing up to five full versions of a single page, each delivered to visitors from a separate URL.

What you can do with Content Experiments in Google Analytics

With Content Experiments, you can:

  • Compare how different web pages perform using a random sample of your visitors
  • Define what percentage of your visitors are included in the experiment
  • Choose which objective you’d like to test
  • Get updates by email about how your experiment is doing

An example of using experiments to improve your business

Let’s say that you have a website where you sell house-cleaning services. You offer basic cleaning, deep cleaning and detailed cleaning. Detailed cleaning is most profitable of the three, so you’re interested in getting more people to purchase this option.

Most visitors land on your homepage, so this is the first page that you want to use for testing. For your experiment, you create several new versions of this web page: one with a big red headline for detailed cleaning, one in which you expand on the benefits of detailed cleaning and one where you put an icon next to the link to purchase detailed cleaning.

Once you’ve set up and launched your experiment, a random sample of your visitors see the different pages, including your original homepage, and you simply wait to see which page gets the highest percentage of visitors to purchase the detailed cleaning.

When you see which page drives the most conversions, you can make that one the live page for all visitors.

Note that any visitors that have installed the Google Analytics opt out browser add-on will not see any web based Content Experiments.