Google Analytics Content Experiment – A new way to do Split Testing


Split Testing is one of the main part of your blog design as a page with a good conversion rate is always good. Google Analytics was supporting the A/B split testing but it has been moved to Content Experiment which can test multiple pages.

If you want to test multiple variation of your page than in the old method you need to repeat your experiment multiple times to check which one is performing better. With the new Content Experiment, you can test up to 5 variation at once.

The new content experiment works closely with the goals setting in Google Analytics. You can create an experiment according to your goal and test your variations to check which page performs better.

Below are the elements which can be tested:

  • Headlines and headers
  • Images and icons
  • Text
  • Calls to action
  • Page layout
Content Experiment in Google Analytics
Content Experiment in Google Analytics

Now it is easy to check if you want your video on top of the page or in middle, it should be in the right or left. You just need to create 4 variations and set your goal to test these pages.

How to setup Content Experiment

Google has made it real easy to setup content experiment. The first thing which you need to do is create the variant of your pages. once your pages are created and you have all your URL’s which you want to test, you can set your experiments in Google Analytics.

You can setup your experiments under the content tab in your account. You need to tell which is the the original and which ones are the copy. Once you enter that details you need to enter which goal you want to improve.

That’s it, you are ready to use that experiment. You just need to take the code and enter it to your original page and your visitor will start seeing the variations.

You can see the results in your Analytics account and see which page is performing better.

I always love to use free tools to make it most and it is a great way to improve your landing pages. It will help in improve the conversion rate on your landing page, which is good for the business.

Cautions which you should take

You should use rel=”canonical” tag for your copy pages so that your SEO is not impacted.

You content should be in the same spirit for all of your experiment pages otherwise you will come under scrutiny. Once you are done with your experiment you should update all your copy pages with 301 redirect and update the master copy.

If you have started using it than share with us about your experience.

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  1. Is there any way to use google’s A/B split testing on a website’s posts (like ours) that uses, without having duplicated posts show in your “recent posts”?

  2. Content experiment is really interesting concept for SEO which included into Google Analytics. Content is very important part of SEO and it’s important to improve website ranking. I have used content experiment technique for my website. That’s amazing. I had not any knowledge about rel=”canonical”. Thanks for sharing information.

    • rel=”canonical” is an important tag if we want to test multiple copies…It tells Google which is an original copy. You may not want your copy to rank higher than the original…

  3. Well experiment is actually essential for us especially when we are new to something or we want a change and a challenge for us..

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