Google Website Optimizer

The Google Website Optimizer is a multivariate testing tool freely available to all AdWords users.  Landing page and website elements can be tested to determine the optimum content for driving conversions.  Results of testing include which sections of your site have the most impact on conversions, as well as which combination of elements worked best.

Split testing (also called A/B Testing) is the simplest form of testing a marketer can perform.  The concept is to split prospects randomly and target advertising with two different test variables, perhaps using a different headline or call to action.  Advertisers use the ad with the best results when rolling out the rest of the campaign.

Multivariate testing is testing more than one element at a time.  It has the benefit of allowing marketers to test more than one variable.  It also has the considerable benefit of determining which combination of variables work best together.

This level of testing requires sophisticated statistical analysis and until recently was only an option for online advertisers with large marketing budgets.  With Google's Website Optimizer this level of testing is now available to anyone… for free.

Testing takes the guesswork out of advertising campaigns in favor of "results oriented" actionable data.  It can have a huge impact on increasing conversion rates and marketing ROI.