Many people are not aware of this that Google analytics also offers some advanced features other then just tracking user data, and of such feature is to do Split testing and Multivariate testing.

To Create your own experiments and tests, you can go through this Google guide to learn more about how to use them or else you can directly create your own split testing and experiments from Google analytics panel or you can also open Google website optimizer panel from here

Once you login into Google website optimizer, you can start creating new experiments, which are Split testing (testing the performance of 2 pages to see which performs better) and multivariate testing (comparing portion of content on same page to find which content performs better).

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