Understanding and reporting on results within Google Optimize is actually quite easy.
We want to walk you through an example of how to understand and interpret this data.
So, let's go ahead and dive right in.
Here we are on the details page for the newsletter sign up location test.
Now, if we click over to reporting we're gonna start to see our Optimize metrics.
Now, just a quick background on this test, the Newsletter of signup location test is actually a test,
that I've run on my personal blog to experiment with the location of my newsletter signup box.
I moved it to the top, I changed some text in there,
all trying of course to get more newsletter signups on my site.
Now as you can see, we ran this test for 92 days, but no clear winner was found.
Even though no clear winner was found, we do have a lot of other data that Optimize collected.
For example, if I scroll slightly downwards the first card I see is the improvement overview card.
This provides a quick snapshot of the impact these variants had on the various objectives that I chose to measure.
Like Krista mentioned, the primary objective that she was measuring was the newsletter subscriptions captured here.
In addition to this, Optimize also allows you to track secondary objectives.
In this case, relevant searches as well as bounces.
Additionally, if I scroll further down we actually have a ton of useful information,
that is being provided by the Optimize statistical engine.
First, we have this column that shows you the probability to be best.
This captures the likelihood that any given variant is the best overall.
Additionally, you also have a column that shows you the probability to beat the baseline.
This captures the probability for any variant that it is better than your original page.
Another interesting column is the conversion rate column.
This visualizes the bounds between which Optimize thinks,
that the conversion rate lies for each of these objectives.
So, in the case of subscribe on top, Optimize thinks that the converge rate,
lies somewhere between 0.4% and 2.4%.
That's a fairly wide range, which makes sense, given that this test was unable to find a clear winner.
Additionally, there's a handy chart at the bottom,
that showcases how the conversion rate has changed over time.
This provides a really easy way for you to monitor how your variants performed over the course of the test.
It can be a nice way for you to catch any sort of,
outliers or any sort of external things that could have impacted your test performance.
Another great thing about this card, is the ability to change the objective that we analyze by.
If we change it to bounces,
we actually will start to see something very interesting.
While we didn't find a winner for our primary objective, or our secondary objective,
we actually see a very clear loser, for a secondary objective of bounces.
In this case, we see that there would have been a negative improvement of somewhere between,
negative 33% to 0% for either of the two variants that we tested.
Neither of them has a high probability to be the best.
While we didn't find a winner in this case, we actually did have data to show that we had a clear loser.
It gives us the information we need to know we shouldn't launch those variants live on our site,
because we would dramatically increase our bounces.
One last thing to look at here, is the ability to view this report in Google Analytics.
If you click on that link, you'll be taken into Google Analytics,
into the report for this test, where you'll be able to see a lot of this data.
This is interesting, but what's more interesting here is,
we're sending custom dimensions to Google Analytics for things such as,
variant ID and test name, that you can then use in segments and secondary dimensions,
to analyze your test data across all of the elements of your site.
Which can be really, really powerful to understand even more detail of what's going on here.
As you can see,
understanding and interpreting your results in Google Optimize is really quite simple.
We provide a lot of that information for you within the Optimize UI.
And this concludes the getting started series with Google Optimize.