Marketers and designers are constantly trying to find the perfect design and layout that prompts users to interact and take action, therefore generating more clicks. Users are not predictable, so the best way to see if your design works is to test it.
The website optimizer provided by Google allows you to set-up different versions of a web page and test the performance of each to determine what will best attract visitors and maximize conversions.
A/B Experiment - compares the performance of two different versions of a page
Multivariate Experiment - compares the performance of content variations in different locations on a page
Variations can be the background color, the color of action buttons, placement of contact forms, placement of content and other web page elements. Overall, the tool tests content and design to calculate a strategy to increase revenue and ROI.