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Google Rolls Out Optimize

First announced last year, Google has been rolling out their new Optimize service, so that some Analytics / AdWords users now have access to this and it will eventually be made available to all users for free. As a web and mobile-web testing and personalisation tool, Optimize is designed to help businesses improve their customer experiences and business metrics.

Google previously included Experiments as part of a Google Analytics account, and Optimize is an extension of this, developed as a separate account but part of the overall Analytics login platform. It’s designed to make testing as simple and easy as possible for companies to use their Analytics data efficiently as part of a conversion optimisation process.

Optimize is built on top of the Google Analytics platform, which means that users can take the customer insights from Analytics to test against business metrics that make a difference — such as goal conversions and e-commerce transactions – without any additional development work. Tests can be set up such as simple A/B testing to more complex multivariate tests, which can be customised for different customer segments which increases the flexibility of any testing programme.

This new tool is easy to set up with the addition of a line of code to Google Analytics on a website, and then the ‘visual editor’ enables users to quickly and easily create variants of their web pages without any recoding. The ‘click to edit’ interface means that even non-technical teams can use it. A diagnostics tool also alerts users to potential problems with the testing before starting the activity.

Of course, before running any testing programme you need to identify what should be tested, what the objectives are and the expected or target results. You also need to have a reasonable sample size of users and sessions to make the test work effectively, but as an integrated tool as part of the Google Analytics suite of products, Optimize is a welcome addition and one that should be considered.

If you’d like more information about Optimize and the testing opportunities for your website, please contact us for more information.