In its AdWords blog, Google outlined plans for beta testing of the company’s new Website Optimizer tool. The service is geared at increasing conversion rates for websites and testing different landing page combinations.
Conversion, however, plays perhaps an equally important role in the online marketing landscape.
What is conversion? Simply put, it’s an action taken by a user after a click. An example of conversion would be the online purchase of an item by a consumer after having clicked on an advertisement from the product’s manufacturer.
Google has recognized the importance of conversion and is working on a tool to assist its advertising partners in achieving the ultimate goal of turning clicks into conversions. The company announced beta testing for its Website Optimizer tool in its Inside Adwords blog today:
Over the coming weeks we’ll be testing a new tool called the Website Optimizer that can help you find out which content will convert best on your site. Whether you define a conversion as a purchase or a newsletter sign-up, Website Optimizer allows you to experiment with different headlines, copy, and images on your site in order to find out which combination results in the most conversions. You can use this tool on your landing page or any page that represents a conversion.
At the end of each experiment, graphical reports show which version of your landing page users liked best, as measured by which variation had the highest conversion rate. So, if you’re interested in increasing conversions, we think you’ll find the Website Optimizer useful.
Applications for the best test can be found here.
Website Optimizer reflects Google’s continued efforts to become as marketing friendly as possible by creating tools geared specifically for its advertising partners.
With $4 billion worth of advertising revenue in 2006, it appears that Google’s strategy is working.
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Joe is a staff writer for Murdok. Visit Murdok for the latest ebusiness news.
