Here’s a big difference.
GWO uses full factorial.
T&T uses Taguchi.
Full factorial means that your test must include every permutation of your variables. For example, if you are testing 4 headlines, 4 hero shots and 4 call to action colors, your full factorial is 4x4x4, or 64 variations. That requires a lot of traffic to be able to complete the test with statistical validity in a reasonable time frame. GWO does not support the Taguchi Method, which allows you to include the most options with the least amount of testing and generates results far quicker, with less traffic, than either full factorial or an A/B test.
Segmentation Targeting.
Here’s a massive one. And to be honest, I don’t think you should tunisia email list 640,545 contact leads be testing if you can’t segment your tests. In my opinion, it doesn’t provide you much of an insight.
With GWO it’s all or nothing. Everyone sees the campaign (depending on the % of traffic you’ve sent to the campaign).
With T&T you can target specific segments of traffic, like first time visitors, or visitors who’ve purchased, or visitors who come from an organic brand search term. You can target on URL, you can target on page query string, on country, by browser or device, by social network or other referring domain, by campaign, by behaviour, such as visits of more than 10 minutes, or more than 5 pages or, in fact by a whole suite of custom rules that you can create.
Segmentation will be required when you want to gradually “roll out” new tests, like a site redesign to only new visitors at first. Existing visitors have probably learned your existing design, and the new one could actually reduce conversion because it requires new learning on behalf of the user. Something to really consider.
Targeting Rules.
Again a big difference in capability.
GWO has no targeting – period.
In T&T you can create “targeting expressions” which are JavaScript based rules within the engine to determine whether someone meets the targeting criteria or not. If they do, either enter them into the campaign, or show them a particular variation. Really good for testing just those who have viewed a product but not purchased it yet.
User Profile parameters.
Another big difference.
GWO – sorry, doesn’t exist, there’s no targeting capability, so it doesn’t need them.
T&T on the other hand allows you to pass data into the platform through the tags and further enhance the visitor profile stored by the platform so you can target variations of content to the visitor. For example, these can be used when you want to target content based on a visitors category affinity, or based on their total spend – maybe give them a really special offer. (Ok this is really behavioural targeting).