How Can I Tell Which Change Was an Improvement?

If your conversion rate has been falling, and new keywords and creative aren't moving the needle, you probably need to improve your landing pages. Landing pages are the pages your prospects land on when they click on one of your ads online.

Unfortunately, most people don't put much effort into landing page optimization. One of the reasons is that without the right tools, doing meaningful A/B comparisons between 2 versions of a page has been impossible for all but the biggest companies.

For those willing to spend a bit of time at it, Google has now put a real-time testing tool into our hands, free of charge. It's called Google Optimizer, and you should give it a try.