“Variant testing has typically been at the mercy of the agency, however Google Optimise now puts this incredibly powerful marketing technique in the hands of anyone with a browser and a Google account”
What is it Google Optimise?
Split testing, A/B testing and multivariate testing… There are loads of terms out there for ‘testing’ your website and hotel marketing campaigns which can make it seem quite a daunting and confusing process. With the increase in digital platforms and competitors there has never been a more important time to be testing, revising and improving your hospitality website, service or offering.
As an evolution of Google Experiments, Google have now introduced Google Optimise which is essentially a WYSIWYG (What you see is what you get) website testing tool with heaps of personalised features allowing you to create different variants of your website to give to different people.
Google Optimise allows you to test two or more variants against one another to see which converts the best. By doing this you are learning about new behaviours about your target audience and ensuring that you are showing them the right messaging, content and creative to enable them to book more efficiently direct through your website.
Why is it useful for your hotel website?
In a digital era, we can no longer set up a website and let it sit there without doing anything and hope for the best. With new Google algorithms and frequent changes in content management rules and regulations you need to be treating your website as a living breathing entity, it is your online shop after all through which you sell your rooms, hostel beds and table bookings. You wouldn’t leave the paint flaking behind your reception desk would you?
Your customer’s wants, needs and behaviours are always changing and the most efficient way to change with them is to effectively ask them on a mass scale through split testing. This will allow you to constantly learn the best route to interact with your audience and convert.
How is Umi Digital going to use it?
While Umi has been using split testing and dynamic personalisation for some time, it changes the way our clients approach testing. Variant testing has typically been at the mercy of the agency, however Google Optimise now puts this incredibly powerful marketing technique in the hands of anyone with a browser and a Google account. Internally too, Google Optimise is now making the process of running our own tests across our network even more efficient so we can keep improving and learning to ensure our clients are extracting the very best value from their online presence.
If you are interested in testing a new campaign or promotion, we would love you to get in touch and we can discuss it further!
Drop me a note at harry@umidigital.co.uk and we’ll set up a quick call!