Google has announced the integration of A/B testing functionality into Google Analytics, replacing Google Website Optimizer. This is basically good news:
- Easier implementation – unified test code, placed only in the original test page.
- Powerful analysis – segment test results with all advances segments available in Google analytics.
- Safer testing – GA will automatically decrease traffic to under-performing versions.
The main drawback is that multivariate testing (which tests several changes within the page simultaneously) will no longer be available. Websites that need this functionality should consider using a different tool.
Google Website Optimizer will sunset in August, so make sure to run new tests as content experiments.
Note that after sunset, your old GWO reports will be inaccessible. Hence, it is recommended to document previous test results for future generations.