Google Unveils AdWords Landing Page Testing Tool

  |  October 18, 2006   |  Comments

The Website Optimizer helps online sellers determine the page combination with the best conversion rates.

In a move that could ruffle the feathers of some e-commerce Web site consultants and analytics software providers, Google has unveiled a site optimization tool that enables advertisers to test landing pages. The Website Optimizer, released in beta today, lets online sellers test separate landing page components such as headlines, product features and images to determine the page with the best conversion rates. The new tool complements Google Analytics, a system for tracking AdWords campaign effectiveness.

AdWords and Google Analytics account holders are eligible to use the tool for free "on an acceptance basis," according to the company. The system allows site operators to run experiments to isolate the landing pages and their content components that deliver the highest sales and sign ups. Once they've created landing page variations, advertisers tag them with code formulated by the system. When users click on the advertiser's AdWords ads, test pages are served to them directly by the optimization system.

Advertisers can analyze results throughout the experimentation phase, the duration of which depends on traffic rates and complexity. In addition to measuring landing page conversion rates and pageviews, the tool's reports gauge how site variations work in conjunction, and separately. Reports show estimated conversion rates, probability of success through altering page elements, improvement over the original landing page, and the significance of specific page features.

Google is partnering with Web analytics consulting firms EpikOne and Optimost to provide professional services to clients requiring more in-depth services.

Firms providing Web analytics software or those serving small businesses could feel a pinch as customers move to the latest free AdWords apparatus, said Mark Wachen, CEO of Optimost. However, companies like his that service large clients and don't offer a do-it-yourself product won't be affected negatively, he added. Optimost counts IAC, HP and Delta among its current roster of clients.

"We don't really view this as competition," he said. "Google's going to build awareness for the category."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...