Google Website Optimizer

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On the new demo site Google set up, the company introduced the new WebSite Optimizer.
It is a very useful tool that helps to optimise a landing page. The correct structure of a landing page can have a crucial impact on your business. When a user clicks on a link, an advertisement or a banner, he lands on a page of your site called landing page.

The goal of any campaign is to create traffic on the landing page. The goal of the landing page is to push the visitor toward the goal of the site: it can be a purchase, a download, a form for request of information and so forth.
When the visitor does it, the conversion has been obtained.
The landing page is the main key to obtain the conversion.
It has been demonstrated that a user decide what to do on a landing page in just a few seconds.
So it is important for a landing page to give a good impression.
Once on a landing page, the user usually concentrate on some main areas of the page: the title (or headline), the images or graphics, the text and something that requires an action, like the button "Add to cart".
How design a landing page to capture the attention and take the user to the action? Being sure that these critical areas are efficient.
This is not a formula for a perfect landing page. You will have to test some combinations to find out what works best in your case.
Here is when Google WebSite Optimizer intervenes.
The subscription is free and consent you to optimise the landing page using the so called Multivariate Test, experimenting different solutions for each area of your page.
You can create 2-3 different headlines, 2-3 different promo messages and use 2-3 different images.
Testing the combination of these elements, you will be able to find out which one converts the most for your site.
Google WebSite Optimizer consents you to create these combinations, move them around your page and trace the results in real time.

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The ultimate search engine would basically understand everything in the world and it would always give you the right thing. And we're a long, long way from that.

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