In netstudio we like to run experiments. We do that very often because we know that it positively affects the site conversion rate.

We try to find ways to make everything do often easier to implement. Thus, in sites made by Drupal, we use the Google Website Optimizer module. This module automatically inserts the necessary script to the pages that are to be tested and also to the conversion page, saving us some time from having to add the necessary scripts to the site theme manually. The module was developed for Drupal 6 by Nick Schoonens from Australia and was ported to Drupal 7 with the help of Geoff Brown from Canada.

While using the module, we considered adding some functionality that would help us with the way we run experiments at netstudio. Maybe some of them are useful to others as well. So, we added the following features to the 7.x version and gave this back to the community as well as 7.x-1.1.

1. Ability to filter certain IP's

This is a very common scenario in which we don’t want our own IP's to be counted towards the visits and the conversions of the experiment. The filter is implemented in such a way that allows for the filtered IP's to see the experiment variations but not add to the visits and conversion numbers.

2. Google Analytics integration

Google Website Optimizer is very good at calculating and showing the winning variation based on the conversion goal that is set while setting up the experiment. Integrating Google Website Optimizer with Google Analytics though allows us to measure other micro and macro conversions as well and see other metrics per variation like pages/visit, time on site, average order value etc. It is not unusual that the variation that appears winning in Google Website Optimizer, after analyzing in Google Analytics, proves to not be the right to select.

3. Experiment with the page title

One of the things that we pretty often test, is the page title. In the 1.1 version of the module we have added a “Test Page Title” check box which adds the necessary code to the testing page so that we can create title variations in Google Website Optimizer. No more node.tpl.php altering to add the necessary code around the page title.

The above functions are the first of a series of functions that we plan adding to the module. If your site is developed on Drupal 7, you can download it and use it to from here. Send us your ideas for more functions that you wish it had, and maybe we can add them in the next version.

If you need help with the setup or analysis of your experiments, contact us. We will be glad to offer our professional services. Don’t forget, we are Google Website Optimizer Certified Partners.

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