Landing page optimization and split testing techniques can get extremely confident and require special tools that only CRO professionals can navigate. However Google Analytics includes their own simple split testing option in Content Experiments.

Assuming you already have the new page variations created and you’re comfortable editing your site’s code, they literally only take a few seconds to get up-and-running. And they can enable anyone in your organization to go from research to action by the end of the day.

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

• Traffic source
• Location/geography
• Visitor type
• Landing page type
• Action taken
• Content viewed
• Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
• Demographics
• Technology platform
• Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."