Testing with Google Website Optimizer
Most people associate Google Website Optimizer with the A/B Test or Multivariate Testing but Optimizer can do much more than this.
A/B Split Test
This is where you use Optimizer to split users down 2 or more pathway variations. Perhaps you want to test 2 different shopping carts - one with 4 pages the other 3 pages both linking to a common payment complete “goal” page. All you need to do is upload 2 variations of html, one directing users to the 4 page shopping cart and the second directing users to the new improved 3 page process using the page section code. The goal page conversion script is inserted into the final common page as before. Optimizer handles the split for you and tells you whether the new simpler shopping cart improves conversions.
The Do Anything Test
Use this test when you want to track a number of conversions on one page. Perhaps your homepage needs to drive sign-ups, contact requests and downloads all at the same time and you simply want to know which version of the homepage is better at achieving all these things. To do this add the page section insertion code as before but add multiple conversion scripts to the various “goal” pages. The Google Website Optimizer interface can only handle one goal page but providing it can validate a page then the test can run.
The Linger Test (The Anti Bounce Test)
This test uses the “timer conversion script” which you can set to what ever you consider to be a successful time on page. This test is useful for media sites that want users to linger on a page.
More Reading
Google website optimizer: 7 powerful tests
Google Website Optimizer Forum
Website Optimiser Duration Calculator