Everyone remembers the famous Monty Hall game where guests had to pick between doors A, B and C. Based upon the door selected, you'd be able to switch or stick with the existing door. With the help of Google analytics split testing your website is less about guessing and more about tracking which variants are closest to reaching your given benchmarks.
Making small changes in your website can result in important improvements in conversion rates, consumer retention and mindshare for your visitors. One effective way to begin split testing is to implement free tools from Google including Website Optimizer linked to your Google Analytics account.
To begin, you'll want to determine whether you are primarily interested in running a simple A/B split test or a multivariate test with multiple changing elements. Once you have setup the different versions of the page (or multiple graphics and layouts), you'll need to setup conversion goals and tagging for the outcomes you are measuring. For example, if you want to test whether a given landing page results in more newsletter subscriptions, it's important to setup the goal within your analytics profile before beginning the testing process.
Once you have properly tagged the site, you can use the Google Website Optimizer. The automated setup process allows you to determine which elements will be tested - the Optimizer will show you a preview of the different versions to ensure it matches your expectations. Once you have setup the tests, you can view the results in both Analytics and Website optimizer, so you can gain better insights into the process.