Are you using Google Analytics?  Are you currently doing any A/B or multivariate testing on your site?  I’d be willing to guess that the number of ‘yes’ answers to the second question is a fraction of the first.  By not testing, however, you’re missing out on a large opportunity to increase sales, leads, sign-ups, etc.  Google would like to change this in hopes that it will benefit your site and in turn benefit their bottom line.

If your site can convert traffic (especially PPC) at a higher rate, then the cost-per-conversion of your marketing campaigns will decrease.  Google hopes that you’d then either be willing to bid more for those PPC keywords that drive conversions or expand your marketing campaigns into other Google revenue sources such as banner ads.

In order to facilitate this, Google has recently released a short video titled Google Website Optimizer in 60 Seconds.  It basically tells you how to use Google Analytics to find the landing pages that you should initially focus your efforts on and then gives you a very quick 30 second “how to” on using Google Website Optimizer.

Check it out and happy testing.

Related posts:

1. Profiles for Google Analytics
2. Importance of Knowing the Full Marketing Mix in Web Analytics
3. Choosing a Web Analytics Package – Google Analytics “Myths”
4. New Automatic Matching Feature in Google AdWords
5. Google Content Network Enhancements – An Enhancement to Google’s Revenue?

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