Helping to Create Better Websites: Introducing Content Experiments

Friday, June 01, 2012 | 10:09 AM

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Over the last 5 years, it’s been great to see how many marketers and publishers have improved the web by using insights from Google Website Optimizer to create better site experiences. Today, we’d like to announce the release of Google Analytics Content Experiments, which brings website testing to Google Analytics.

We’re excited to integrate content testing into Google Analytics and believe it will help meet your goals of measuring, testing and optimizing all in one place. Content Experiments helps you optimize for goals you have already defined in your Google Analytics account, and can help you decide which page designs, layouts and content are most effective. With Content Experiments, you can develop several versions of a page and show different versions to different visitors.  Google Analytics measures the efficacy of each page version, and with a new advanced statistical engine, it determines the most effective version. You can watch this video to learn more:


Testing and experimentation of websites may sound complicated, but we've worked hard to provide a testing tool that makes it as easy as possible:

  • Content Experiments comes with a setup wizard that walks you step by step through setting up experiments, and helps you quickly launch new tests.
  • Content Experiments reuses Google Analytics tags so that you only need to add one additional tag to the original page.
  • Content Experiments helps you understand which content performs best, and identifies a winner as soon as statistically significant data has been collected.
  • Since content testing is so important, we’ve placed Content Experiments just a click away from your regular diagnosis reports in Google Analytics.

With full integration in Google Analytics, we’ll be able to grow and evolve website experimentation tools within our broader measurement platform. Initially, you’ll be able to utilize important features like optimized goal conversions, easier tagging, and advanced segmentation in reports. We’re also working hard to release page metrics, additional goal conversion options and experiment suggestions.

Since we’re rolling much of the Google Website Optimizer functionality into Google Analytics, it’s time for us to say goodbye to the standalone tool. The last day you’ll be able to access Google Website Optimizer, and any reports for current or past experiments, will be August 1, 2012. We encourage you to start any new experiments in Content Experiments. For those of you that are new to website experimentation, we hope you’ll try out the new Google Analytics Content Experiments.

This is just the first step we’re taking to simplify website testing, and we look forward to integrating more features into the experimentation framework of Google Analytics. Content Experiments will be gradually rolling out over the next few weeks to all users. Once available in your account, you can start testing by going to Google Analytics and accessing Experiments within the Content section of your reports.

We’ll continue to have a strong network of Google Analytics Certified Partners who will be able to provide advanced support for Analytics, including Content Experiments. If you would like professional assistance in designing, implementing, or interpreting the results of a test, simply go to the Google Analytics Partner page and select "Website Optimizer" from the Specialization menu.  You can also find more information in our help center. Please try out Content Experiments and let us know what you think.

Happy testing!

Posted by Nir Tzemah, Google Analytics team