3 Ways to Use Google Analytics to Run Web Tests

My own design
  • Where the majority of your audience or customers are located geographically? → useful to see if you need to tailor your website to that geographical region.
  • Which browsers did they mostly rely on? → useful for compatibility and designing your site with certain browsers in mind.
  • Did they rely on Javascript support? → goes into showing you if you should add a lot of scripts and moving images or videos to your site or not.
  • What screen resolutions does the majority of my audience use? → very useful to see if mobile users affect traffic.

How to Start Using Google Analytics

  1. A/B Split Testing — This is testing multiple versions of a page to see, which one retains the least bounce rate and greatest page clicks.
  2. Multivariate Testing — This method tests several elements of a website at once and the goal is to find out which of these elements work together the best for best results.
  3. A/B/N Method — This method is based on the idea of using multiple versions of a webpage and not just two to compare variables or metrics.

Setting Up Your Own Experiments

  1. Log into Google Analytics and you can see the ‘Experiments’ section under Behavior.
  • The original landing page you’re testing has to be configured with the Analytics tracking code, and be available on the web.
  • Your variation pages have to be fully developed, configured with the Analytics tracking code, and be available on the web.
  • The percent of traffic you will include in your tests is important as the greater the number the larger pool of visitors you will be testing and should get greater variations in results.
  • There will also be three different metrics for you to test:
  • Bounces: Refers to the bounce rate or how quickly users left your webpage vs those who stayed on and clicked on multiple elements or pages within the site.
  • Pageviews: Refers to the amount of pageviews you received during the given time frame the test was running by all viewers.
  • Session Duration: Refers to the length of time users stay on your site. This is useful, for instance, if you run a news or entertainment website, where you want to keep readers hooked and engaged.
  • System Objectives: These deal with revenue, transactions, Adsense impressions and things related to monetization as a whole. Some other options in this category include Adsense impressions, pageviews, session duration (if you did not click on it from the drop down menu you can customize it here further), and more.
  • Google Analytics Goals: These are goals you already set up that are imported from Optimize once you have Read & Analyze permission to the linked Analytics view. You need to enable permissions for this to function.
  • Custom Objectives: This is where you can really customize what you are looking for exactly and create a goal or metric for you to measure. You can start out by choosing from event category, event label, event action, event value or URL.

Testing Multiple Pages in Analytics for Best Results

A/B Split Test Method

  1. Create two versions of a webpage by either changing one small thing like a header or font, or making the variation as complex as you like.
  2. Leave the initial webpage the way it was and find one element to change, such as the headline.
  3. Then run the second website under variant 1 as described in the ‘Setting Up Your Own Experiments’ section above.
  4. You can pick one of the predefined variables in the Experiments section or choose your own, as previously mentioned. Here are additional variables you can test or consider when testing different webpages against one another using the A/B split method (again under experiment in Analytics you will need to click on the ‘create new objective’ option).

Multivariate Method of Testing

A/B/N Method of testing




I am a tech journalist and an aspiring artist-graphic designer. My sites include https://maciejduraj.com.

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Maciej Duraj

I am a tech journalist and an aspiring artist-graphic designer. My sites include https://maciejduraj.com.