For a Google Website Optimizer experiment to provide you with insightful data on your A/B or multivariate tests, you'll definitely need a good amount of traffic volume exposed to your experiment. Google can't even determine a winner for your experiment until it has collected a certain number of visits and conversions. (Google uses the terms "winner" and "winning combination.") Waiting for search engine spiders to crawl your new page can take weeks, if not months, and doing an offline or direct campaign can be extremely costly. An e-mail campaign requires additional setup, creatives, and tracking beacons, not to mention the price. So how do you send traffic to your experiment pages to receive results, without needing to take out a second mortgage? Enter Google AdWords, of course, which leads into this chapter.
By now you know how great and cost-effective Google AdWords is, and from Chapter 11 you also know that you can create as many Google Website Optimizer experiments as your heart desires. For your next experiment, you should seriously consider using AdWords to drive traffic, especially if you're using a brand-new page or pages for that experiment.
I'm also going to talk about some ideas for new landing pages that you can implement either on your next landing page or on an existing landing page on your site, as well as some other important things to know and think about concerning AdWords and Website Optimizer.