Split Testing goes down to the Web–Page with Google's Website Optimiser
Writing about web page http://www.themarketingleaders.com/articles/june07/rob_mc_gonigle.html
With the six months delay to publication I have critically reviewed my article to find anything that is out-of-date.
The main development in split testing using Google’s Adwords has been the launch of their Website Optimiser. Google has already provided tools to measure conversions. You put a little code into the sale completed or ‘thank you for leaving details’ pages. This idea was extended so that Google can track your visitor statistics using Google Analytics.
Many Google Adwords professionals have been split testing landing pages. Creating more than one possible landing page and alternating traffic to it and measuring the conversions. One of these is my old student Kunle Campbell on the www.propertyfrontiers.com site.
Google has taken this to the next level. With a bit more code, Google can alternate 3 images and three different page text copy versions then optimise your page from the results.
The key to ALL these enhancements is access to your website and the ability to add these bits of code without breaking your site.