Starting Your First A/B or Multivariant Experiment

Google outlines in detail how to design and set up your first Website Optimizer experiment, the different types of testing, and how to interpret experiments' results.  There's also a video walkthrough of the experiment setup, Website Optimizer User Guide which covers much of the same process.

• Planning your experiment
  
  • 1. Choose your test page
  • 2. Choose your conversion page
  • 3. Choose the right type of test for you
  • 4. Select content to test
  • 5a. Create content variations to test (multivariate testing only)
  • 5b. Create page variations to test (A/B testing only)
  • 6. Decide how much traffic you want in your experiment
• Starting your first A/B experiment
• Starting your first multivariate experiment
• Monitoring or stopping an experiment