Using Google’s free Analytics service has been a boon for many a webmaster, so it’s always big news when Google announces updates to the service.
That’s especially true considering the latest update: Google Analytics will be dropping Google Website Optimizer – the service that previously allowed webmasters to run split tests on their site to compare the performance of certain web pages – and replacing it with a service called Content Experiments.
The question on everyone’s mind is simple: does Content Experiments compare favorably to Website Optimizer or not?
In order to gleam an answer to that question, we’ll have to compare the two directly – run our own “Split Test,” if you will. Here’s what we came up with.
Direct Comparison of Services
First, the nitty gritty details. Take a look at this chart and you’ll see the immediate differences between Website Optimizer and Content Experiments:
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What do we notice first? A couple of things:
- Content Experiments only supports A/B testing; no multivariate testing. This is likely to be a point of contention with the more experienced webmasters. As Adrian Vender at Cardinal Path said, “As of right now, Google Analytics Content Experiments only supports A/B testing and not multivariate testing…This is unfortunate since I’m personally a big fan of MV testing…Fingers crossed!”
- The maximum amount of pages that can be used in an A/B test is brought from 127 to 5 – almost a complete reduction. This means webmasters with a lot of analytics requirements might need to find another service.
But there are more variables here that suggest Content Experiments is not a complete reduction in the Google Analytics split testing offerings. Let’s take a look at the good stuff.
Conversion Tracking
Content Experiments allows you to use one of your Google Analytics goals as a conversion point for your A/B test; this function wasn’t available before. Because you can now test two sites based on which one leads to more button clicks, video views, or signups, this allows your split tests to be more effective. This is an essential expansion over the previous service that a lot of online sellers and online marketers will love.
Search Engine Optimization Changes
Part of Google’s offering with the new Content Experiment package is a help file that tells you how to handle split testing in terms of your SEO concerns. You can, for example, use rel=”canonical” in order to tell Google which of the two pages should be indexed. Google also notes that it does not view this kind of testing to be “cloaking” or any other type of underhanded, “black hat” SEO technique. Having Google’s approval to carry on is always a plus.
Conclusions: Which is Better?
If you’re running a lot of split test analytics on Google Analytics already, there’s a chance you won’t be happy with some of the changes. You’re likely losing multivariate testing and the ability to test hundreds of pages at once.
But at the same time, there are some features of Content Experiments that are truly helpful, most notably the conversion tracking feature. Webmasters will still find Google Analytics split testing helpful.
Carrie Thompson is an SEO project manager for RYP Marketing, a one-stop marketing agency offering internet marketing services including conversion optimization, link building, Google Analytics and website analysis. Learn more at RYPMarketing.com
