It is possible to improve your conversions on your donation pages through setting up split-tests and a/b testing using Google’s Content Experiments for free.
First, you’ll need to make sure your Google Analytics is installed and ready to go.
From there, you’ll want to create three different donations pages – your control page, your variation page and your success page. (You can duplicate your control page and make variations to save you time.)
Once you have your pages set up, log into your Google Analytics account. You’ll see a section for goals. The next step will be to create a conversion goal.
Click New Goal, give it a name, and select the Destination Type option. You’ll want to make sure the Funnel option if off on the settings. For the link for the Destination Page, include the link for your Success page. From the drop-down menu, choose the Begins With option for your Destination Page link.
After you save, go to the Behavior section next on your left menu and choose Experiments. Name your experiment and the select a metric, choosing the goal you just previously set up in the earlier step. Keep your default settings.
Next, you’ll be asked to configure your experiments. Enter the information for the control page and the variation page. You’ll receive code to embed on each page. Go ahead and add the code snippets to their respective pages.
Save your changes and publish out your pages in order to verify in the next step.
Send your traffic to your control page. Click Start Experiment to begin testing. Some of your visitors will see your variation page instead and Google will collect data, enabling you to analyze the results. Give your tests at least two weeks to collect results and keep an eye on which pages are doing better in your Google Analytics Dashboard.
Tip: Making small variations gives you the opportunity to isolate and pinpoint exactly what your audience responds better to. Maybe it’s a variation in color that creates stronger conversion? Maybe it’s a change in text.