The Website Optimizer allows you to experiment multivariate ad testing to determine the most effective ways in getting conversions. You have the flexibility to choose the particular part of a page to test — headline, image, promo text. Website Optimizer provides you the reliable reports and a suggested course of action in order to optimize your site for maximum business results.
• Choose your test page. Choose a page that you drive traffic to using AdWords, or a page that you like to increase the conversion rate 
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• Identify your conversion page. Typically, a page that lets user do desired action - makes a purchase, fills out an interest form, or downloads a white paper.
• Determine which page sections you’d like to experiment with on your test page. Use page sections such as a headline, image, or promotional text.
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