Optimize, optimize, optimize!
It’s a word that you probably feel like you get more than your fill of if you work in any sort of marketing capacity. The fact of the matter is—in 2018—if you’re not optimizing every aspect of the interaction your brand has with its audience, you’re losing out on huge opportunities to increase your market share.
Of course, if it were that easy, everybody would be doing it. (Well, everybody is doing it, but some folks are certainly better at it than others!) In order to truly take advantage of the opportunities available online, you have to employ the right tools for the job. This is where A/B testing (also known as split testing) comes into the picture. A/B testing allows you to run comparisons of potential customer-facing items, so you can see which is more likely to:
- Perform better when your website or app goes live
- Increase traffic and sales
- Decrease bounce rates
- Boost click-through and conversion rates
As long as your goals and metrics are clearly defined, you should be able to pit two (or more variations) of your website or app, factor in vital consumer insights, and come out with a data set that takes the guesswork out of the process.
Google Optimize vs. Optimizely
Now that you know what you need to do to make the most of your online real estate, how do you do it?
There are some great competitors on the market today, and, as you can tell by their names, they’re built with the idea of helping businesses like yours optimize their web presences. Each has its pros and cons, and there really is no one-size-fits-all solution. So, before you bite into one of these A/B testing tools, it’s best to do your homework. To help you out, here’s a comparison of two of the biggest boys on the market: Google Optimize and Optimizely.
Cost
Optimizely. Optimizely targets enterprise customers, meaning its pricing plans can be costlier than what the everyday consumers or small businesses may have in their budget. For large companies looking for a robust reporting system, though, the custom plans and expert-level testing tools may well be worth the extra weight on a company’s wallet.
Bottom line on price: you do get what you pay for. If you’re just starting to dip your toes into the analytical waters of the web, Google Optimize is a great place to start. If you’re past amateur analytics and looking for A/B testing options that’ll blow you away, Optimizely might be the winner in your book.
Google Optimize. Because Google Optimize offers a free version, it wins the debate in the cost category. Small to medium-sized businesses have a fairly robust menu of A/B testing options available with the free version of Optimize. This makes it particularly great for beginners who want to get under the hood and learn more about their companies’ analytics without spending a fortune on software that may not make any sense to them. Google also offers a paid version (called Optimize 360), which offers more advanced, upgraded options than its free counterpart. The latter version is more suited for larger enterprises or businesses with more advanced testing needs.
Support
Optimizely. Optimizely takes the cake when it comes to customer support. With phone support centers in the U.S. and Europe (and a team of highly skilled, helpful people on the other end), companies can receive assistance with their troubleshooting endeavors whenever they arise.
Google Optimize. Google Optimize does offer support if you upgrade to the 360 version. With the free version, people who need help are left to the world of online forums or paying for third-party consultancy agencies.
Testing
This one definitely depends on what you’re looking for.
Optimizely. Optimizely is prepared to do tons of heavy lifting. If you’re on the hunt for an A/B testing tool that’ll allow you to run tons of experiments at one time, Optimizely is the way you’ll want to go. It also integrates well with outside applications, employs the use of heat maps, and provides several other benefits that are built to give you a bang for your buck.
Google Optimize. Google Optimize limits testing to five experiments at a time, which is perfect for smaller options, but it won’t work well for companies that dive deep into high-volume testing. It also doesn’t play very well with others, so integration or testing of outside sources can be difficult.
How exactly do you optimize your web presence? If you’re feeling overwhelmed by all the possibilities, why not put the power of your brand into experts’ hands? At Zero Gravity Marketing, outstanding web design is what we do! We know how to bring creative content together with user-friendly navigation that makes people want to learn more about you. Now, are you ready to learn more about us? Request your free digital marketing analysis today!
