Google’s Website Optimizer is a powerful inbound marketing tool.  Most of you have heard of search engine optimization (SEO), but this tool can be used for user interface optimization, click-through optimization and conversion rate optimization.  By creating different calls to action or simple variations of calls to action you can actually test which versions lead to more click-throughs and conversions.  Even if you’re not interested in doing a full blown multivariant campaign Google Website Optimizer is great for creating rotating banners in HubSpot.  No matter your goal, Google gives you two options – Multivariant or A/B testing.


Why should you test?

I’ve been lucky enough to be exposed to hundreds of designers, programmers and marketing professionals in my career.  Each one of them has their own idea of what will maximize a website’s ROI.  Just because you’re satisfied with your ROI doesn’t mean it couldn’t be better.  You’ll never know unless you test.  It is like two horse jockeys bragging about how fast their horses are.  They won’t know which one is faster until they race them.  Google Website Optimizer allows you to “race your horses.”

A/B Testing

With A/B testing all you need to do is make a copy of the page you want in your campaign and make the changes to the text, graphics or layout you wish to test on that copy.  Then you insert the code Google gives you in the appropriate places and you’re ready to test.

Multivariate Testing

This type of testing is different from A/B testing because it allows you to test lot’s of different elements at the same time, while not requiring you to duplicate pages.  It also requires you to insert a lot more code, but once it is set up you can sit back and watch which combinations perform the best.  The below graphic gives you an idea of how many different combinations you can test on your website.

HubSpot Integration

You can use either HTML or JavaScript when setting up your Optimizer campaign in HubSpot.  I recommend that you avoid using the WYSIWYG editor and stick to the HTML/JavaScript modules.  In theory you should be able to use the WYSIWYG editor and drop the Google Optimizer code in the HTML, but my experience with WYSIWYGs tells me to avoid them when inserting scripts if possible.  The simple rotating banners on our home page took about 15 minutes and I am not a programmer.  If I can do it so can you.