If you had to simplify internet marketing down to an equation it would be this: Traffic x Conversion = Sales. The Google Website Optimizer is all about the conversion part of that equation. Because it is free, easy to use and can make such an incredible difference in your profits, I believe its a more valuable tool than even the heavily used Keyword Tool for pay per click marketers. Keep reading to see why.

The keyword tool will get you more traffic - your ads will show more often. This will get you more clicks, sure, but you will still be paying for those clicks. You will still be paying the same amount to make each sale. If you increase your conversion rate, you will be getting more sales for the same number of clicks. You will be paying less for each sale you make. That means more profits - sometimes double the profits because there are no extra fixed costs (like hosting). That is how the Website Optimizer is better than the AdWords keyword tool: It gets you more profits, not just more traffic.

Here are the two best reasons why the Optimizer is so great.

1) It is free & easy to use

I have used testing tools that cost $2,000 or more to even set up the first test, and took nearly a month of working with the marketing, tech and design teams to finally get the test running. But if you have enough web savvy to set up an autoresponder for your website (the html that makes the form), you have enough savvy to set up a Website Optimizer experiment in an hour or two. I have been doing them for several years now, and I can set up an experiment in 20 minutes.

The AdWords staff has created over an hour of videos and pages of printed documentation complete with screenshots to help you get the first experiment under way. They have automated code checkers so you can confirm the test is properly setup with a click of a button. If a complicated multivariate test scares you (that's the kind of test where you compare how combinations of different elements perform together), then do a simple A/B split test (ie, test landing page a against landing page b) until your confidence builds. The entire interface is the simplest, most straight-forward testing environment I've seen. Google knows how to do usability better than almost any other company.

2) You can get results fast

If you tried the Optimizer a few years ago and were frustrated with how long it took to get enough data to declare a winner, I urge you to check it out again. You can now disable different combinations (for multivariate tests) or different pages (for A/B split tests) in the middle of the experiment. Before, if you had a combination that was a clear loser, you had to keep sending traffic to it until the end of the experiment. This cost you sales that you could have had if you were sending traffic to the winning page, or even the old control page, and it made a lot of advertisers resistant to using the tool. Fortunately, that problem is gone - if any one of your pages or combinations is not working well, just disable it and send its traffic to the remaining pages.


If you keep your experiments simple, most tests should be over in a week or so. By simple, I mean testing no more than 12-16 combination for a multivariate experiment, and no more than four pages for a split-test. This can require a bit of restraint if you're on fire to get results, but it is better to find a proven winner, use that as the new control, and then test the next batch of variables.

It is also important to test one part of your sales funnel at a time. So if you are doing landing page tests, do not run a test of your shopping cart at the same time, and do not do much or any ad copy testing in your AdWords account. Too many changes will muddy the results, and even a nearly perfectly set up test is going to have a lot of uncontrollable variables, like season, new competitors in the market, and possible news events.

Pamella Neely is a Google AdWords consultant who managed over $3 million in PPC adspend last year. She also owns the AdWords Campaign Watcher, AdWords management software that allows users to automatically pause campaigns if their cost per conversion exceeds a set value.

Song writes: I don't even know google website optimizer can work this well.
Why not have a try maybe my website can work well, hope i can get this through.

21:00:49 Sun Dec 27 2009 CST


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