Google tools up to optimise web

Google says the product allows advertisers using its flagship AdWords scheme to determine what kind of "landing pages" are most efficient in scoring "conversions."

A landing page is the page that Google links to through AdWords, and a conversion is a user who decides to use the site in a specific way, be it by signing up or by downloads.

The organisational tool allows marketers to have a go at different variations on their landing page, while keeping track of which variant works the best with site visitors.

Optimost, the company which worked with Google to design the tool, says that the optimiser will provide an opportunity for companies of all sizes to "experience the benefits of multivariable testing."

The tool's in beta form is available on a limited release to AdWords users on a sign-up and acceptance basis. µ