You’re almost ready to start your experiment – but first you'll need to decide how you want to measure your results. To do that, you will set up your primary conversion goal. Ask yourself, what user action represents success? Is it clicking a Call to Action (CTA)? Getting to your checkout page? Submitting a lead form? Whatever you decide, you'll want to track how your visitors convert on that goal to see whether your variation had an impact on it.
There are three main types of goals you can set up in Optimizely:
- Click goals track how often visitors click on a certain element.
- Pageview goals allow you to track the number of unique impressions on a specific page, or subset of pages.
- Custom tracking events allow you to capture and report on visitor actions or events that might not be related exclusively to clicks or page views. This includes paged with infinite scrolls, single-page apps, and tracking whether a variation impacts your revenue.
It's always a good idea to set up multiple goals, including any that track behavior indirectly related to the business metric you want to move. For example, you might primarily be interested in revenue, but if a variation you created fails to improve revenue but DOES significantly improve clicks or pageviews, you can use that data as the basis for your next experiment.