AWA digital’s Marketing Coordinator, Nicole Major, explores the latest conversion optimisation tools and industry news.
Google Optimize has been steadily rolling out updates the last 12 months as it transforms from a basic testing tool to something altogether more grown up.
One of the persistent grumbles from us through all of these improvements has been the fact that once you have set a test to live you can’t change anything. Not a single thing. You can only stop it.
In an ideal world of course you wouldn’t need to change anything once it is live as it may skew results. But even the best laid plans sometimes have a bug, or a typo, or you want to tweak targeting criteria. Until now, the only way to do that would be stop the test and start a new one, re-enter all the code changes, re-setup all the criteria and push start.
But in Optimize you’ll now see three little vertical dots next to the name of each experience or container. Hover over these and it shows ‘More Options’. These options change depending on whether that experience is in the draft, running or ended state.
All of the additions (the full matrix is shown in the table below) are very welcome, but to us the most useful is the Stop & Edit function with a test that is running. It will stop the current experience, create a copy and let you make any changes you want before saving as new. It’s not quite editing that test, but it’s pretty damn close and does have the benefit of starting the count from zero so there’s no guesswork at skewed results.
The experience options available in Optimize and the states where they’re available.
Yet another big step closer to being grown up for Google Optimize, additional coding flexibility and power is something that has been lacking compared to the big boys of Optimizely and Visual Website Optimizer.
Nearly all of the tests we implement for clients are hard coded by specialist split test programmers, who have an in-depth knowledge of all the major testing platforms and programming languages.
But, there are a few scenarios, especially with MVT tests, where you will need to be careful around the code loading order. Optimize loads asynchronously and this means it’s not possible to check for the inclusion of an experiment from synchronous code (ie: code that loads in a certain order). So, even if things seem to work, sometimes the order of execution is not guaranteed and your development team will need to do some workarounds.
Both of these Google updates are extremely useful and reinforce the point that Optimize is rapidly growing up into a solid alternative to the big, paid-for platforms even for more serious testers.
We hear that there are also plenty more updates to come through 2019, so stay tuned.
If you want to learn more about conversion rate optimisation, read our Advanced Guide to CRO. This guide shares nearly a decade’s worth of experience of increasing online sales and revenue for multichannel businesses to empower you with the skills and knowledge to transform your business.
Posted in: CRO Tools and Resources
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