In part the replacement for the old Google Website Optimizer, Google Content Experiments is a function of Google Analytics that allows you to run side by side test variations of the same page to establish which performs better for your set conversion goals. To use Content Experiments, all you need is to have installed the main Google Analytics tracking code on your page. Then, it’s just a case of creating Goals within your Analytics account, and clicking ‘Create Experiment’ on the left hand side. Google Analytics will run your content experiment with the volumes of traffic and duration you have specified, before declaring one version the ‘winner’, and therefore the highest performing page version according to the data Analytics has tracked.
