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How To Use Google Optimize To Increase Website Results

You are certainly already familiar with tools offered by Google, such as Google Analytics or Google Ads, which are different options for analyzing and enhancing brand results.

What about Google Optimize , have you heard of it?

It's time to learn more about this tool offered by the platform for website optimization and conversion rates.

What is Google Optimize?

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Google Optimize is a tool created and made available by Google, designed for marketing and design strategies, focusing on website optimization and CRO ( Conversion Rate Optimization ) .

Through a tracking snippet system, page and audience segmentation settings, the platform makes it possible to create tests and analysis on websites, pages and elements thereof.

Thus, different combinations and versions are identified to understand the most significant improvements for the brand.

The result is a more satisfying visitor experience and higher conversion rates.

What are the versions of Google Optimize?

You can have access to different features of Google Optimize according to the version you choose: free or paid (Optimize 360).

Check out all the features below:

Free version

  • Up to 16 combinations of the multivariate test;
  • Up to 3 pre-configured goals from the pre-configured goals;
  • Up to 5 simultaneous experiments;
  • Basic administration with unlimited users;
  • Self-service help center and certified partner community forum.

Premium version

  • Targeting by Google Analytics Audiences;
  • Up to 36 multivariable test (MVT) combinations;
  • Up to 10 pre-configured objectives in the experiment objectives;
  • More options available after the experiment starts;
  • More than 100 simultaneous experiments;
  • Google Marketing Platform Administration;
  • implementation services,
  • Enterprise-grade services, support and SLAs;
  • Monthly billing.

Features of both versions

  • A/B tests;
  • Native integration with Google Analytics;
  • Basic segmentation by URL;
  • User behavior and technology segmentation;
  • Segmentation by geographic area;
  • Technical segmentation (JavaScript, cookies, data layer);
  • Support for web apps.

What are the benefits of Google Optimize?

As we mentioned, the main objective of brands when investing in working with Google Optimize is to optimize their website and its conversion rates .

These results are possible due to the benefits presented by the platform:

Different types of experiments

With the platform you can run different types of tests on the site and, even in the free version, it is possible to do several tests simultaneously.

This streamlines necessary improvements, as well as delivering a more concise analysis.

Connection and integration with the Google Analytics 360 suite

Another advantage is that, as it is a Google tool, it can be connected with the Google Analytics 360 package, an even more powerful version than the standard Google Analytics.

More in-depth analysis of Google Analytics

The connection with Google Analytics allows the integration of the visitor experience with the metrics and KPIs monitored.

In addition, the data provided by Google Analytics can be used for prioritization, creation and implementation of tests via Google Optimize.

Visual editor for creating simple experiments

If you want to create simpler tests and variables in visual elements (such as images, colors, buttons, etc.), you can also do them through the visual editor available on the platform, without depending on a programmer.

Identification of key user and audience segments

Once again, because of the connection with Google Analytics, it is possible to monitor the audience that accesses the website and pages.

With this, your brand will have important information at hand that can impact or explain the test results, such as the consumption profile and user behavior, in addition to location data.

In addition, you can then create personalized offers, ads and approaches to targeting, which also drives conversion results.

How to use Google Optimize?

Want to start creating tests and improvements for your site's optimization?

We're here to help you get started with the Google Optimize platform.

First, you need to understand that experiments are triggered according to settings, targeting and access from the moment you activate the platform.

Then, you need to follow this step-by-step guide to start using Google Optimize:

1. Create your Google Optimize account

Creating your Google Optimize account is the first step to take advantage of the platform.

If you already have a Google account, you can just log into it and link it to Optimize.

In this step, just follow the guidelines to make the necessary settings and permissions, in addition to answering some questions that will make the system better understand your goals with the new account.

Here, you also configure your account name and your container name.

We recommend using the name of the brand and site that will be monitored.

We also recommend that, in this step, you link the Analytics account and the Analytics property view with Optimize, in order to explore the platform in its entirety from the beginning.

2. Install Google Optimize

After creating the account you need to install Google Optimize on your website.

This can be done in two ways:

  • Through Google's tag manager (Tag Manager). In this case, you will create a new tag, with the “Google Optimize” setting. In it, you will enter the ID of the container created in the previous step, choose the Google Analytics variable and save the tag. Back in Google Optimize, click on “Sending Setup” > “Advanced Settings” > “Tag Sequencing”. Select the created tag and save your changes.
  • By editing the website's HTML.In this case, we recommend that you look for the developer responsible for maintaining your site and send them the step-by-step instructions provided in the tool.

3. Choose your first experience

With Google Optimize installed on your brand's website, you can select, on the platform, to create your first experience.

You will then determine the name of the test and the type of experiment you want to create.

You can then opt for an A/B test, a multivariate test, a redirect test, or even page personalization for targeted visitors.

We recommend that you start using Google Optimize with an A/B test.

And don't worry, the platform itself will guide you through the details of the experiences and the settings linked to them.

4. Configure your variants

In the next menu, “Targeting and variants”, you will add the site element that will be modified for testing. In every configuration you will have to name this variant and complete to save it.

Then, the “Edit” button will be available, to access the visual editor and to select the desired element and initiate changes such as text, size, type of font used, color, etc.

Remember to preview how the changes will appear on mobile devices as well — this option is granted by the platform.

5. Add your targeting settings

After saving the element edit, you will choose your targeting settings.

In addition to choosing the percentage of visitors that will see each trial version, you will be able to choose some options and targeting rules such as website URLs, Google Analytics audiences, Google Ads audiences , behavioral data, geographic, access devices, among others.

6. Choose your goals

Then, you need to define the objectives with the experience.

You will be able to choose between system goals (user experience and behavior, such as page views, session duration, bounces, transactions and revenue, for example), you can link to Google Analytics goals (if you already use this configuration there) or even create custom goals.

7. Customize your settings

Some final adjustments can be made, such as verifying the installation, to ensure that your test will run.

In addition, you can configure notifications about experiments, by email, and create events that will trigger the start of tests (such as page loading or scrolling, for example).

8. Review your experiment

Before activating the experiment, review all settings and details to make sure that your objective will be met at the end of the test.

9. Start your test

With the settings and revisions done, it's time to put your test live!

To do this, just click on the “Start” button.

You can, at any time, finalize or edit your test, in the “Details” > “Edit” menu.

The platform will then show you two options: “End experiment and make a copy” or “Edit the running experiment”.

Optimize your website and your conversion rates!

You can also track your tests in the report provided by the platform, so you can understand the version with the best results and apply it as the definitive version, to optimize your pages and improve your conversion rates.

Over time, you will become familiar with the platform and with the experiments, gaining agility and critical analysis of the results obtained.

Google Optimize is just one way to improve your CRO.

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