YouTube recently announced that they used Google Website Optimizer to test their US homepage. There are two remarkable aspects to this. The first is that using the tool YouTube were able to increase the number of people signing up to their service by an amazing 15.7%. Impressive indeed! And secondly, what is even more remarkable is that YouTube, one of the biggest websites in the world, were using a tool which is available for FREE!

If YouTube can grow their customer base by almost 16% using the tool what can your site achieve?

So What is Google Website Optimizer?

Website Optimizer is a tool which tests the effectiveness of various components on a webpage.  These include:

• headings
• text
• graphics
• forms
• menu items
• alternate page layouts
• and much more.

One of the elements tested on YouTube was a link enticing people to sign up for a YouTube account. Website Optimizer was used to test whether the link should be changed to all capitals – “SIGN UP” – or left as it was – “Sign Up”.

Which do you think was more successful – “Sign Up” or “SIGN UP” ? (Answer below).

How Does It Work?

With Google Website Optimizer you identify:

• which element(s) you want to test
• what correlates a success

In the case of YouTube one of the test elements was the “Sign Up” link. A success was achieved where someone landed on the “successful registration” page.

Once the test starts visitors to the page being tested are presented with alternative versions of the elements. Over time Google Website Optimizer can tally successful conversions for each alternative and when the test ends can identify which element(s) were most successful.

Sign Up or SIGN UP?

And returning to the YouTube.. which of “Sign Up” or “SIGN UP” was more effective… the results showed that the link should be left as it was – “Sign Up”.

More Info

To learn more about the YouTube test visit http://youtube-global.blogspot.com/2009/08/look-inside-1024-recipe-multivariate.html