Launching a Google Optimize CRO Test

In this lesson, we’ll show you step-by-step how to set up and launch a Google Optimize A/B test from scratch. If you’re new to using Google Optimize, this lesson is perfect for you.

18 minutes

Key points you can
learn in this lesson.

Installing Google Optimize

Learn how to install Google Optimize on a site through Google Tag Manager.

Set Up a Test

Understand how to use the Google Optimize platform to set up a test.

A/B Test

Launch a real A/B test within Google Optimize & set testing objectives.

Our key metrics increased. More importantly, we implemented a lot of new tactics and test scenarios, which will boost our company’s future prospects.
Dave McCue
Digital Marketing Manager at Allstate

Lesson Preview

In this lesson, we’ll be walking you through how to set up and launch a live Google Optimize CRO Test.

What you’ll need:

  • Google Optimize Account (See Lesson 2)
  • Google Tag Manager or Webmaster to install Google Optimize Tag

The Process:

Step 1: Install Google Optimize Tag through Google Tag Manager (GTM)

  •  Edit tag configuration by selecting the Pencil Icon
  • Scroll down and select: “Google Optimize”
  • Paste in your Google Optimize Container ID:
  • Add your Google Analytics Variable if that variable is already set up in Google Tag Manager.
    • If this variable is not set up, go to your Google Analytics account and copy your Tracking ID by following these steps:
      • Login to Google Analytics at
      • Select Admin 
      • Select Tracking Info > Tracking Code
      • Copy/Paste the Tracking ID into Google Tag Manager
  • Add a Trigger by selecting the pencil icon in the Triggering section
  • Add a pageview trigger for the exact page URL you’d like to run your test on.
    • Select the + icon
    • Select the pencil edit icon 
    • Select trigger type: Page View 
    • Select the “Some Page Views” Option
    • Select the Drop Down to find “Page URL” > Select “equals” > enter your URL
    • Title your Trigger: [Page Title] Page view > Save
  • Title your new Tag: “Google Optimize” > Click Save
  • Preview your container to make sure your Google Optimize Tag is showing on your correct page by selecting “Preview” > loading your desired testing page > confirming that Google Optimize is firing. 

  • Once confirmed, publish your new GTM container by selecting: “Submit”

Step 2: Create Your First Experience

  • Enter the name of your test in the first form field.

  • Enter the web address of the URL that you are going to be testing on.

  • Click the blue ‘Create’ CTA to create the test.

Step 3: Create Variant

  • Click the  ‘Add Variant’ in the center of the page.
  • Name your variant and click ‘Done.’
  • We recommend including the webpage and tested variable in the title of the variant.
    • For example, Directive | Homepage | Get Custom Proposal CTA
  • On the following page, you will see the original Variant and the test that you will be running against it.
    • The red text states that there have been 0 changes between the two variants.
    • Both variants have 50% weight meaning  that there will be an even split in traffic between the two pages
  • In order to edit the newly created variant click the edit button.

Step 4: Edit Variant

  • For this test, we are going to change the test in the CTA located in the top right corner.
    • First, we are going to click on the CTA which will cause a panel in the bottom right corner to appear.
    • Then we are going to click the ‘Edit element’ button within the panel.
  • Click ‘Edit text’  in the ‘Edit element’ dropdown, one of several editing options in the drop-down menu.
    • This will allow you to add new copy for the CTA  that we have selected in the top right corner.
    • Once you have entered the copy select ‘Done’ in the bottom right corner.

  • Click Save in the upper right corner to save this change.
  • Click Done in the upper right corner to exit the editor.

  • When making changes it is important to make sure that the layout still works in mobile,  which you can access by clocking the screen in the center of the navigation that runs along the top of the page.

Side Note: Moving Elements

  • If you are moving an object in Google Optimize you will most likely have trouble if you do not toggle off the ‘Move Anywhere’ slider.
    • This can be found by clicking the gear in the top right corner and toggling off the ‘Move Anywhere’ slider that is automatically set  to ‘Reorder.’

Step 5: Add Test Description

  • Once you finish editing your variant and click the ‘Done’ button you will be redirected back to the previous page that shows the data and other information.
  • Scroll down the page until you see the objective panel.
  • Fill out your description for the test here and format it like a hypothesis.
    • Ex. This variant test changes the top right CTA to from ‘Get Proposal’ to ‘Get Custom Proposal.’ We expect that changing the CTA to state that the proposal is custom will increase engagement with the CTA as more customers will be inclined to see how their proposal is tailored to their company.
  • Then click the done Button 

Step 6: Add Test Objective

  • Scroll down below the description section and you will find the ‘Objective’ panel where you can set the goal for your variant

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