Google offers landing page optimization tool
Google has launched Website Optimizer to help AdWords advertisers test different landing pages to determine which drives the most conversions.
The tool lets marketers test variations in headlines, promotional copy or images. Graphs show which worked best with site visitors and why.
"We started AdWords to help advertisers increase traffic to their sites, and we started the Analytics platform to help advertisers pinpoint what problems there are with their sites," said Brett Crosby, senior manager at Google Analytics, Mountain View, CA. "The next logical platform was the optimizer, designed to allow advertisers to fix the problems of their Web sites."
The optimizer is integrated with Google AdWords and is free to AdWords advertisers. The self-service tool lets non-technical users to set up and run multivariate landing page experiments. Website Optimizer uses Google Analytics technology for tracking and reporting which landing page variation had the highest conversions.
Google is working with EpikOne and Optimost, which include Website Optimizer within their suite of professional services.
"We think, essentially, that this product will improve the quality of the Web as advertisers will create sites according to how users interact with the sites," Mr. Crosby said.