Google Website Optimizer (GWO) is a unique tool developed and supported by Google with the purpose of helping companies increase conversions on their websites. GWO accomplishes this task by performing A/B and multivariate testing on various user interface combinations for a section of a website, tracking the click-through and conversion rates, and, once enough data is collected, suggesting the combination that leads to the most conversions. Captive Lead helps web site designers determine the web page combinations that will lead to the most conversions.

Why is Google Website Optimizer Important?

GWO is especially important because it gives companies invaluable insights into closing the conversion gap in the visitor-conversion-sale chain. Instead of using guesswork, gut instinct, or even conventional wisdom in developing a website, GWO provides a rigorous, statistical analysis of the best user interface combinations for a given page or site, thus enabling clients to maximize their on-site conversion rates. GWO takes the mystery out of figuring out the best conversion combinations.

How Does Captive Lead Implement Google Website Optimizer?

Captive Lead seamlessly integrates GWO into its client sites in a constructive manner in order to continuously generate feedback about which user interface combinations generate the most click-throughs and leads, and implements this feedback back into its client sites. GWO helps Captive Lead to constantly improve its websites in a scientific manner – without guesswork or "what ifs".

Captive Lead will also provide client-specific, custom experiments on a consulting basis as required in the event that a given client wishes to go more in-depth with increasing their on-site conversion rate.

Ultimately, GWO is a powerful tool in Captive Lead's arsenal to continually improve the on-site conversion rate in order to generate the maximum number of leads for a given amount of site traffic. Coupled with search engine optimization to drive more traffic to clients' sites, GWO helps Captive Lead clients generate more sales and get more value from their online presence.