Introduction to Google Optimize

What is Google Optimize?

Google Optimize is yet another free tool by Google. Focused on website optimization, it allows you to make the most effective use of your website by running experiments and to perform A/B testing.

If one of your business goals is to improve your conversion rates, you can test different landing pages, key messages or offers to see which ones convert better. You could also test different website layouts (read about how to design an effective landing page) that work best for your group of customers.

One other key benefit is that it integrates fully with Google Analytics so you can make sure your results on Optimize compare to the goals you set on Google Analytics.


What can Google Optimize do?

There are a total of 5 experiences that you can create.

A/B tests

A/B testing is testing your original version of a page with the same page but with a slight difference.

For example, if you are wondering what kind of sale message would work better, on Page A (your original) you might put ‘Get Sale Now’ and on Page B (your test page), you might use ‘Save 50%’.

Split testing can apply to images, colours, font sizes, key headline messages and many other site elements.

Multivariate tests

Multivariate tests mean that you can test more than 1 variable at the same time. For example, instead of only testing the call-to-action text, you might want to test it with 3 other images. So here you will test out of 2 call-to-action texts and 3 images, which combination will give you the best results.

Redirect tests

This is somewhat similar to A/B testing except that in a redirect test, you would test very different landing pages or landing pages design.

One way that this is useful is to determine a better customer journey that is relevant to the customer.

One group of customers coming in from Google Ads can be directed to the home page while another set be directed to the product education page.

By looking at drop-off rates and/or conversion rates, you can make out a journey that makes the most sense to your customer.


How to install Google Optimize?

You can head to this link to get started for free.

After signing in, you will be asked to enter your account name. This should be your business name. Acknowledge all terms and services and click on ‘Next’.

Similar to Google Tag Manager, Optimize also works with containers. Input your website URL here and click ‘Create’. You can have multiple containers within the same account (e.g. different websites under the same business name)

Click on settings and link your Optimize account to your Google Analytics account. You will need to know your Google Analytics property ID.

It would be easier to set up Google Optimize using Google Tag Manager. If you are new to Google Tag Manager you can click here to find out more.

Choose Google Optimize under tag configuration and enter your Optimize container ID. This ID can be found under Container details in the container settings in Optimize. Add an “All Page” trigger and you can save.

Next, go to your Universal Analytics tag and under Advanced Settings > Tag Sequencing, check ‘Fire tag before..’ and choose your Optimize tag.

Lastly, it is important to add an anti-flicker snippet. Learn more about this snippet and Get the code here.

Add the code to your <head> tag and replace the container ID with your Google Tag Manager container ID.

Try it out and start improving the conversion rates of your landing pages!

Google Optimize looks at the performance of a single page.  If you want to understand how your entire site is performing, what kinds and sources of visitors are most likely to convert, you need Google Analytics which is another free tool by Google.

To learn more, have a look at our Google Analytics 4 course!

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Assistant Instructor: Yanling

About the author

Yanling is a Digital Marketer who is passionate in helping drive business strategy through digital platforms.