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Google just keeps improving its products. One product that recently underwent a major improvement is Google Analytics. Your favorite search engine has added something called Content Experiments to your favorite free analytics software.

Essentially, Content Experiments allows you test up to five full versions of a single web page. That’s better – much better – than A/B testing.

With A/B testing, you are comparing two versions of the same page. You can use multivariate testing to test multiple variables of the same page. For example, you might want to see if a particular page title is better than an alternative, see whether the primary image works better on the left or the right, and see if two sidebars or one results in more conversions or more traffic. The multivariate tester rotates these variables on your page for your visitors at random until you determine which elements work best.

Content Experiments is better than that. With Content Experiments, you can create five different versions of the same page and test them all to see which one results in the most conversions. It’s A/B/C/D/E testing.

The sampling is done randomly according to the parameters you set. You define the percentage of your visitors you want to include in your testing. Google Analytics does the rest.

If you’re going to succeed at developing the best website possible, testing is an important phase. I recommend Content Experiments for page testing.

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