Recently as part of POC, I need to apply the google web optimizer on various parts of page to determine which content user respond to best and will be most effective in getting conversions. For this you need to keep track of the various conversions, but how? Thats where google web optimizer come handy, providing reports based on experiments specified by you on various parts of page and also suggesting action to optimize your site for better business results.
Steps to apply google web optimization in your project :
1. Create an account in google web optimizer and sign in.
2. Then take some time to determine which aspect or parts of page you want to test and how.(for more valuable and better results).
3. Create an experiment in google web optimizer :
- 3.1 Choose algo for experiment: Multivariate test or A/B test.
- 3.1.1 Multivariate test allow you to apply variations on various part of same page.
- 3.1.2 A/B test allow you to apply conversion between two pages. (Not on various part of page).
- **In my case i choose multivariate test.
- 3.2 Fill in details : Give your experiment unique name, specify the tracking page public URL on which various parts optimization is to be done and also specify the conversion page public URL on which user will be directed after successful conversion.(Very useful in term of form submission).
4. Tag Pages -> Now the optimizer provide you several tags, How to apply scripts/tags on your page for that particular experiment :
- 4.1 Control Script : Randomly control the variations on parts of page. (Must Applied in header tag of page)
<!-- Google Website Optimizer Control Script --> <script> function utmx_section(){}function utmx(){} (some script...................................................... length+1,j<0?c.length:j)}}}var x=f('__utmx'),xx=f('__utmxx'),h=l.hash; d.write('<sc'+'ript src="'+ 'http'+(l.protocol=='https:'?'s://ssl':'://www')+'.google-analytics.com'........... ................................. some more script text here </script> <!-- End of Google Website Optimizer Control Script -->
- 4.2 Tracking Script : Track the user behaviour. (Applied at bottom of the page within body tag).
<!-- Google Website Optimizer Tracking Script --> <script type="text/javascript"> Some script text here................................... ........................................................ <script type="text/javascript"> try { var gwoTracker=_gat._getTracker("....some id for tracker.........."); gwoTracker._trackPageview("...tracker page....."); }catch(err){}</script> <!-- End of Google Website Optimizer Tracking Script -->
- 4.3 How to apply Variation Script : Applied just before the part of code to be tested(headline, image, promotext, button) i.e. on which variation is to be applied and at the end of that code part “noscript” tag need to be applied to specify the region for variation and unique tag names for particular variation section.
<script>utmx_section("payment")</script> Test Drive our product in <b>$10</b> </noscript>
- 4.4 Conversion Script : To be applied in body tag at bottom of converision page you specified.
<!-- Google Website Optimizer Conversion Script --> <script type="text/javascript"> some script..................................................... '.google-analytics.com/ga.js"></sc'+'ript>')</script> <script type="text/javascript"> try { var gwoTracker=_gat._getTracker("....some id for tracker.........."); some script code here..................................... }catch(err){}</script> <!-- End of Google Website Optimizer Conversion Script -->
5. Validate Pages -> First apply all the tags on your page as specified above and then validate the page with optimizer validate page link, that all the script are applied correctly.
- 5.1 If you use validate pages button then it will use the public URL you specified for tracking and conversion page.
- 5.2 To validate the pages offline, Optimizer provide option to manually provide pages that are to be validated.
Note : All the test need to be passed to apply optimization on your page.
6. Create a Variations -> After applying tags, create variations for the various part of page. Variation can include any type of string(it can be a html code, text, script etc).
Example : Within payment tag :
Original Variation : Test Drive our product in $10 (specified in your page)
Variation 1 named “Classic” :
Test Drive our product in <b>$50</b>
Variation 2 named “Executive” :
Test Drive our product in <b>$100</b> with additional privileges
7. Review and Launch the Experiment, in Google web optimizer.
Example :
<html> <head> <!-- Google Website Optimizer Control Script --> <script> function utmx_section(){}function utmx(){} some script..................................................... length+1,j<0?c.length:j)}}}var x=f('__utmx'),xx=f('__utmxx'),h=l.hash; d.write('<sc'+'ript src="'+ some code here ............................................... +new Date().valueOf()+(h?'&utmxhash='+escape(h.substr(1)):'')+ '" type="text/javascript" charset="utf-8"></sc'+'ript>')})(); </script> <!-- End of Google Website Optimizer Control Script --> </head> <body> ............body code start here............................................................................ .................................................................................................................... <script>utmx_section("offer")</script> Secure your child future in <b>$10</b> </noscript> .................................................................................................................... .................................................................................................................... <!-- Google Website Optimizer Tracking Script --> <script type="text/javascript"> some script..................................................... '.google-analytics.com/ga.js"></sc'+'ript>')</script> <script type="text/javascript"> try { some code................................................... }catch(err){}</script> <!-- End of Google Website Optimizer Tracking Script --> </body> </html>
Hope this will help to improve your site business 
Regards,
Tarun Pareek
Intelligrape Software