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According to experts, Internet marketers who use split testing tend to experience more success than those individuals who do not use these tests. Essentially, split testing enables marketers to gauge the impact of various content on their web pages versus user response. This way the best performance page can be selected.

Nonetheless split testing takes up a lot of time. If a marketer is without any special tools, he would need to develop his own landing content. Then he would need to run it for some time to test out the results. After that, the Internet marketer needs to run that page again, but with some kind of change – it could be a different headline font, or even a different wording in the headline. Following that, he would have test the results of the change.

But this process is laborious and expensive as well since one can test just one item at a time to get good results. The other problem is that this method is exclusively based on trial and error.

Google Analytics has made it possible for Internet marketers to gauge their conversion rate – refers to the number of visitors who turn out to be buyers, or take a specific action that the site requests. However, tracking this does not necessarily let you know about the value of the content or if it is effective or which areas might need some improvement.

As every Internet marketer knows, if he is going to spend a lot of money on PPC advertising, for example, then the content you actually put on that web page is of tremendous value. Basically, the bottom line is that your ads should perform successfully. Is there a better way to monitor the actual effectiveness of the content on a web page or to differentiate what content is performing well from the content that is not working?

You bet there is. Google is now offering a service that performs split-testing on landing pages and it is dubbed the ‘Website Optimizer.” The website optimizer makes split-testing a lot more manageable. It is also not as costly as testing without using a tool. Tis optimizer is great because it enables you to come up with several variations of content on a landing page. And you get to gauge the results so that you can figure out which page is performing better than others. This is known as the conversion rate.

The best part is that the website optimizer is free. It can also be used by a novice who has little experience running experiments on landing pages. Google goes as far as providing a ‘pre-experiment checklist’ that gives you a step by step information on what you should do, ie selecting a test page to the running of the experiment and making sense of the resutls.

By making use of the website optimizer from Google, you can play with different headlines, promotional copy, and a number of images that can turn your site visitors into “conversions.” Google offers graphical reports to find out which content performs the best and leads site visitors to conversion rates with the highest ratings.