Marketers and designers are constantly trying to find the perfect design layout combination that attracts users to interact and take action, therefore generating more clicks. Let's face it, users are not always predictable; the best way to see if your web 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 performance of two completely different versions of a page
Multi-variate Experiment - compares performance of content variations in different locations on a page
Variations can be the background color on the web page, 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.