Well the new Google tool “Content Experiments” just came out and replaces the old school “Website Optimizer”. One interesting thing is that the Multivariate or Multivariable split testing has gone away.
This certainly simplifies things, but is it for the best?
Personally I like to have options. Much of the time, simple A/B testing is the way to go anyway, because you need a lot of data to get results.
However, with optin pages, you CAN get a lot of data. Especially if you’re running a lot of traffic.
Heck, if you’re a getting decent flow of visitors, you can easily test a dozen attributes of your web page and set up a new test every week.
So, that’s too bad for Google users…
But, great news for Extreme Optimizer users, because now you’ll have an additional edge to test and optimize your way to success.
Multivariable split testing can be a powerful tool in your arsenal.
Not really sure why Google would intentionally take away features… Maybe it is because of the development effort since Google Content Experiments is now being integrated into Analytics.
(Don’t get me started on Analytics — it too has its pluses and minuses.)
Anyway, the only thing that really matters is that you’re creating conversion breakthroughs for your sites.
We’re here to help.
Click here to check out our Extreme Optimizer software and see all the powerful ways that you can use it to increase your conversions.
– Claude Johnson
Infinite Profit Solutions – Chief Architect
If you haven’t heard, Google is changing “Google Website Optimizer” into “Content Experiments”.
I personally feel that this is the best thing ever because a lot more people are going to move AWAY from using Google’s website optimization tools and move into alternative solutions.
When I talk to people about optimizing their web pages and split-testing tools, they often ask “What do you think of GWO (Google Website Optimizer)”?
Most of the time, my answer goes something like this:
It’s ok if you’re broke and can’t afford a real testing solution.
This means that you instantly lose 20% to 30% of the data you should be getting. In my opinion, DATA = MONEY. And to lose 20% of valuable data is completely unacceptable.
And now it’s going from “ok” to BAD.
In the grand scheme of things, I’m actually a big fan of many of Google’s tools. However, I simply do NOT understand these recent changes they’ve made to their testing software.
Why on earth would anyone use Google’s new “Content Experiments”?
Here’s 6 reasons why I don’t think anyone should touch it just yet:
1. They’ve killed multi-variable testing. What if you want to do a multi-variable test on your landing pages?
2. Content Experiments is now “buried” in Google Analytics. And most people are already intimidated by the overwhelming array of options offered by the Google Analytics tool. Now Google Analytics will be scarier than ever.
3. You can only test 5 variations at a time. What if you want to test more things?
4. Content Experiments won’t declare a “winner” for at least 2 weeks – and you can’t run a test beyond 3 months. What if you have an outright winner before 2 weeks is up? Or what if a site has relatively low amounts of traffic, and needs more than 3 months to acquire sufficient testing data?
5. You have you to create multiple webpages instead of just having 1 url. This takes more time to set up and will clunk up your server with additional pages.
6. Content Experiments is currently limited to a maximum of 12 tests at a time. Now, this doesn’t mean you can only run twelve tests per account. But if you have 12 tests running, you’ll have to wait for a test to finish before being able to set up another one. (For people just getting started, this is likely to be fine, but it may force more active and experiences split-testers and website optimizers to seek elsewhere for a more suitable solution).
IT’S NOT ALL BAD…
True, Google have stated they intend to improve the features of the “Content Experiments” tool over time – and that the current version is likely to be improved in the future. (However, only time will tell, since it’s forerunner, Google Website Optimizer, remains pretty much unchanged since its introduction more than 5 years ago).
Naturally, on this site we advocate and encourage our readers to use our very own proprietary split-testing software – Extreme Optimizer. And perhaps one of the most edifying pieces of news to come from Google Website Optimizer’s demise is that more people will be actively looking for alternative solutions to meet their needs.
JUST SO YOU KNOW…
Extreme Optimizer is so much easier to use. And the features eclipse Content Experiments by a few thousand light years.
Written by Matt Gallant, the mad marketing scientist. To learn more about Extreme Optimizer “the ultimate optimization software” -> click here. To hire Matt Gallant and the mad marketing crew and have them optimize your business RISK-FREE, please -> click here.
From August 1 2012, Google Website Optimizer (GWO) will no longer be available to its users. That’s right, Google are taking their free split-testing tool off the market.
Instead, they’ve made a new tool available inside their Google Analytics software, called “Content Experiments”. (It’s available now if you want to give it a try).
Clearly, Google has some very smart cookies working for them – so they’ve no doubt thought this through. But from a user perspective, it does beg the question whether it’s really the wisest move.
True, for those who already have Google Analytics installed, there’s now only one snippet of code to insert on a site for a testing experiment. (Compared to the multiple snippets that Google Website Optimizer requires). So that simplifies things.
Poring through the official Google statements about ending Google Website Optimizer, the emphasis is clearly on simplification as a whole. Their aim is to “simplify website testing”.
And sure, by cutting back on the kinds of tests you can perform on the new “Content Experiments” system – limiting it to A/B testing and eliminating multivariate testing functionality – the idea is evidently to make split-testing even more accessible to the masses, and to make it even easier to get started.
Not only that, their ‘Wizard’ provides step-by-step instructions on how to set up a test for the uninitiated.
But there are two clear challenges in all of this:
1) The existence of this new testing tool is not obvious inside of the Google Analytics interface. It’s not easy to find. So no matter how easy it is to use, it doesn’t really matter if the tool is hard to locate.
2) You’re now required to use Google Analytics if you want to perform a split test (which the old ‘Google Website Optimizer’ did not necessitate).
Google’s recently reported that more than 10 million websites have installed Google Analytics – so there’s clearly a wide user base who can be exposed to the merits of testing and optimizing their sites.
And that’s great for the state of the internet as a whole.
Yet only time will tell whether ‘burying’ this new testing tool inside of Google Analytics encourages more website owners to test and optimize their sites.
There’s also the strong possibility that more advanced users will search elsewhere for more advanced testing functionality than Content Experiments currently offers.
Unless Google adds some additional features like enabling multivariate testing – and broadens its limit of only 12 active tests at a time – in the next few months, heavyweight testers may need to expand their search for something a little more flexible and less limiting.
The Infinite Profit Solutions Team
Do you know my favorite part about Google Adwords? It’s the SPLIT TESTING capabilities.
It’s a great place to test headlines, specific words, URLs and identify what works in your market. And best of all, it’s quick. You can gather valuable feedback in a matter of hours.
Not only that, but Google actually rewards you for improving your ads too. The Google formula for the ranking is:
(Your bid) X (Click Through Rate).
(Your click-through-rate is the % of people that click on your ads. For example, if 20 people out of 1000 click on your ad – your CTR is 2%.)
With Google Adwords, you can literally set up hundreds of tests each week and get massive amounts of information back. Then, you transfer the data back into the other parts of your business:
– the optin page
– the sales letter
– the offer
– the email sequences
– back end product creation
Simply put, Adwords is one of the fastest place to test ideas.
There are 5 core drivers to every successful Adwords Ad. These are:
Often, you’ll find 2, 3, 4 or even all 5 of these drivers inside of just one ad.
Let’s go deeper into each one, so you can see for yourself how you can use them in your ads.
There are a total of 9 different emotions that you’ll want to test in your Adwords Ads:
And here’s an example of how to use each of these emotions in the internet marketing industry, for example:
Shame: “I’m ashamed I’ve spent so much money on courses, but I haven’t done anything.”
Guilt: “I feel guilty that I’m spending my family’s lifesavings and I’m not making any money.”
Apathy: “I feel it’s HOPELESS to make any money on the internet.”
Sadness: “I’m depressed about my financial situation and my lack of success.”
Fear: “I’m terrified I’m going to be a broke loser and work a job I hate the rest of my life.”
Desire: “There’s nothing I want more than to achieve success on the internet!”
Anger: “I’m so freaking pissed off about having lost so much time, energy and money and I still don’t have a success yet!”
Pride: “Yes I’m a success! I can finally buy a fancy car and show the world who I am.”
These are essentially the ‘emotional angles’ you will want to experiment with when crafting and testing your ads. You simply need to adapt them, so that they ‘fit’ the market you’re operating in.
A ‘benefit’ is simply what someone stands to gain from using your products or services. It can be the ultimate end result they desire, or one of the stepping stone triumphs they will enjoy along the way, as part of the overall experience.
Let’s say we were in the dating market. Here are some potential benefits that might appeal to men:
– More dates
– More dates with beautiful women
– More physical intimacy
– More respect from other guys
– Finding the woman of their dreams
– Someone to share their life with
– Getting married
– Having a family
In contrast to a benefit, a “feature” is simply the date, facts, figures and specifications that your product or service has.
For example, the features of a Porche 911 could be:
– It goes from 0 to 60 in 4 seconds
– It has 550 brake horsepower
– It’s jet black
– It has leather seats
Bear in mind, your prospects only care about a handful of these. They don’t care about all of them. And the only way, you’re going to find out which ones they care about is to TEST, TEST AND TEST.
Different kinds of “promises” you can test include:
– Guarantees: money back, double your money back, 30-day, 60-day, 90-day, 1-year, etc.
– Free shipping: If you’re selling a physical product, this might be worth testing to see if it boosts your sales conversion rates.
– Numbers: This could relate to the number of tips you have to share, how many products you have left in stock, etc.
– Minutes, Hours, Weeks, Days and Months: Time until a special offer ends, how quickly a problem can be solved, etc.
When I say “style”, we’re really talking about the overall tone and delivery of your ad.
Here are some examples of styles:
– Funny: if appropriate for your market, experiment with injecting your ads with a bit of humor.
– Professional: if you offer professional services such as legal, tax or accounting advice, then you may choose to stick to this particular style.
– Absurd: This includes off-the-wall comments, that people really don’t expect. They can sometimes help build curiosity and motivate readers to want to know more.
– Intense: This style drills right to the central facts of a situation, and states exactly what is going on, regardless of how emotionally challenging it might be of the reader. The aim is to bring the issue right to the forefront of a prospect’s mind, so they are even more motivated to do something about it.
– Advocate: As an advocate, you’re fighting in the same corner as the reader of your ad, willing them to succeed. And the language of your ad should reflect this.
– Investigator: This is where you adopt the role of the “researcher”, so your ad would reflect this impartial, investigative approach.
When first creating and testing within Adwords, we recommend you test very different ideas based on the 5 “core drivers” listed above.
This all relates to the concepts of ‘Horizontal’ and ‘Vertical’ testing we have discussed elsewhere. (Just to recap: Horizontal Testing is when you test wildly different ideas. Vertical Testing is when you test basic variations of the same concept e.g. changing out just a word or phrase).
Get really creative in crafting a bunch of different ads to test, using the guidelines above. Test vastly different ads against each other. Then when you find a combination that works really well, starting testing individual words within those ads too, to improve your conversions even more.
99% of marketers think of Adwords as one of the best places to get traffic. And they’re mostly right.
However, in my opinion the ULTIMATE VALUE of Adwords is the speed and ease of its split testing power.
Quite simply, Google Adwords allows you to test lots of ideas and concepts in your market, so you can really understand what your target audience is looking for.
Here’s 2 analogies…
Imagine if I told you there was $100,000,000 buried “somewhere” on planet earth. Would you start investing your time, money and resources just digging “anywhere”?
Or would you first identify the exact location of the cash before beginning to dig?
You’d want to know the location, right?
It’s the same thing with oil companies. They do their research and FIND the oil patch before setting up the oil rig.
What’s funny is, most marketers invest hundreds of hours digging for the million dollar treasure without KNOWING if there’s any hope of striking gold. What I mean is, they create sales letters, order pages, dozens of autoresponder emails BEFORE knowing if their business idea is going to work.
Let me be the first to admit that I’ve been guilty of this in the past too. But I approach things differently now. Here’s how I create a new marketing process today…
What is organic marketing?
It’s the natural process of creating and adapting the sales process around what your market is telling you day by day. In other words, you listen to what your visitors, prospects and customers are telling you. Then you use that feedback to improve your sales process.
Again, it goes back to the attitude that “I don’t know anything. And I’m going to let the market tell me what they want” vs. the ego-centric attitude of “I know what they want, but really I’m taking some wild guesses and hoping it works.”
So, what I suggest is this: DON’T spend countless hours building what you think is the “perfect marketing process”. Instead, start with almost nothing: 1 or 2 autoresponder messages, a simple sales letter, and a basic opt-in page.
Then start testing in Google Adwords. Set up at least one new split test every single day. And use the results to attune your marketing and sales process with what your market is looking for.
Just so you know, Timothy Ferriss – the best selling author of the blockbuster “The 4 Hour Workweek” (which I highly recommend) – found his “magic button” book title through Adwords testing. He probably tested several different numbers: 4 hours vs. 10 hours vs. 20 hours vs. 40 hours, as well as other titles too.
And he let the results guide him on what to name his best-selling book. Now, imagine if he had done it the other way around. He could have written a book, given it a title that he thought was “hot”, spent $10,000 printing them and putting it out there, only to discover nobody resonated with the title. What an unnecessary waste of precious time and money.
Instead, follow his example, and use Adwords to help you find the hottest triggers, concepts, titles, and headlines for your target audience.