Finally we’re at the point where we can set everything up in Analytics.
Log into Analytics and open your website account.
Down the left hand sidebar you will find the following navigation items. You want to head to the Behaviour section and then when it expands, head into the area for Experiments.
This is the area where all tests will be setup and reported back to you.
Start by Hitting the Create Experiment button
You will be presented with the following area where you can insert the details about your project. Projects are set up to run for a standard of 2 weeks before determining the winner. If for any reason you wish to change the running period of your experiment, then hitting the advanced options will allow you to do so.
Once you’ve completed all the fields, click on Next Step and begin by inserting the links to the two pages that you want to test. For us it would be index.php and index2.php. Ensure both urls validate, unlike ours as this is just for example.
Click the Next step button and you will be taken to the area where you can either copy and paste the code into the ORIGINAL page yourself, or email your webmaster to do so for you.
Insert the code into the original page just after the opening head tag.
Then return to the experiments setup page to validate the code and start the experiment.
You can then return to the experiments page at any time to see the progress of your test at any time during it and also once the test has finished, the outcome of your experiment i.e. the winning design. You can then replace the original file with the updated one if the test outcome was positive.
If not then you will know that the element you changed performed better and it’s either back to the drawing board or moving onto another element to test.
There you have it. That’s exactly how you would setup an A/B split test using Google Analytics.
Hopefully it’s going to allow you to improve your website and increase conversions.
About Bob Gentle
I'm the MD at NEC. I work with clients on strategy and digital marketing and lead research and development in this quickly evolving area.