A – The Original, B – The experimental variant
Why Google Optimize?
It’s a very powerful tool to play with your frontend designs. It also allows you to store/read cookies and give you in-depth analysis of your experiments on Google Analytics. This tool gives you all round information of your product’s performance in every experiment variant you create. You can divide your traffic deterministically to test specific sets of cohorts.
To begin A/B testing, set up your google optimize account and follow the instructions to install the scripts on your website. Connect your Google Analytics account at this point or before going live.
Create a new experience on Google Optimize and define the target URL for the experiment. The target URL is that page you want run your experiment on. If you’re testing a build on your local machine, you can set the target URL to localhost. You can also select redirect experiment to show a completely different page for a set of users.
Add a Variant for the A/B experience. Once you’ve created it, click on edit button to setup your experiment.
Editing THE Variant
You can manipulate various elements of the UI like text, design, placement. Using features provided by optimize, you can override the original, change the colours of your CTA/Background. Sometimes, making a small change in the design of the CTA can also move the needle for the product.
You can add page rules, custom audience targeting and various checks for running your experiment. Let’s say that your product requires authentication and you prefer showing some interface to only authorised users. Google Optimize allows you to write rules to provide that filter. These rules are set as global rules and can be reusable for other experiments as well.
For testing the experiment on a local build or a test domain, set the editor page link to the URL where you want to test the experience. On clicking the preview option, you’ll see a dropdown listing the preview experiences. You can share the preview link with your colleagues or select the mode of preview you wish to test.
Set the objectives of your experiment after completing the A/B setup. Objectives can include goals created on your analytics account. New custom goals can be created specific to an experiment.
Go live is the easiest part of the setup. Because experiments can also be scheduled in advance, you have full control over the release process. An A/B test can also be setup for a specific duration. You can view the performance in the reporting section after going live with the experiment.
To Conclude, setting up A/B testing is pretty easy with Optimize. It is a reasonably powerful service to setup A/B experiments at no cost. Several other tools on the market are Optimizely, VWO, Convert Experiments… with features like SDK integrations, better performance, version control, live support but no great product comes cheap.
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