This tutorial is very crucial for conversion optimisation of your website.
There are two ways you can achieve SPLIT tests or A/B Multivariate tests in order to identify the optimal contents / layout for your landing page.
(1) Old technology: Google Analytics Experiments.
(2) New technology: Google Optimize
In Google Analytics Experiments, you have to create variant pages seperately (i.e. seperate URLs for each variant page). Also you can do only 1 inspection (say bounce rate) there. However using Goolgle Optimize you do not need to create seperate URLs for variant pages. You only graphically change the UI of the main page and SAVE instances. Also you can do maximum 3 inspections (say bounce rate, session time, transactions, etc) at the same experiment.