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Boosting website performance is not a one shot deal, there is no such thing as the perfect website and there is always room to improve. Alkemi strongly believes that any website owner serious about online success should be constantly testing new website elements to keep that conversion rate growing ever higher. Speak to us about how multivariate testing can improve your online performance or read on to discover more about this relatively new methodology.
Multivariate testing is one of the most powerful tools available for ensuring the constant improvement of your website. Unlike AB or Split-Run testing which focuses on making one small change at a time and assessing its impact, multivariate testing enables you to test multiple aspects of a system at the same time. You can not only learn what aspects of the test worked and what didn't but you can also learn what combination of changes produces the best result. It is like many AB tests running at once and providing better information.
 Why Use Multivariate Testing?
Multivariate testing was born from the frustrations of web marketers when it came to traditional AB testing. While AB testing is a logical and effective way of improving website performance it did have a number of drawbacks which meant it was simply impractical for the desires of online business in today's market place.
Using mathematical formulae and specialised data arrays, multivariate testing allows web owners to choose a number of areas on a webpage where they want to test different variations in site content and test all possible combinations of those variations at the same time.
As a basic example you may have a page that has a short paragraph of text and a call to action button at the end. You may have three different versions of the text copy and a few different button graphics that you would like to test to see which drove more people to click through to the next page. Under AB testing going through each combination sequentially would take a very long time. With multivariate testing it can all be tested at the same time, making for a drastic reduction in the amount of time it takes to find out which is the best combination.
Compared to AB testing, Multivariate testing has a number of advantages:
- AB Testing only allows one selling factor to be tested at a time making it a sequential process that takes longer the more factors you need to test. multivariate testing allows the testing of all the factors making it significantly faster.
- Sales conversion gains from multivariate testing can be quite high as many sales factors can be tested at once. AB testing's ability to only test one factor at a time means that conversion gains can be quite small.
- AB testing never tests the interactions between multiple changes in sales factors. As multivariate testing automatically tests all possible combinations of possible website sales copy it can reveal the hidden benefits certain combinations of copy can provide.
How will it help me makes more sales?
Multivariate testing will help you learn the best combination of page elements such as headlines, product images, price points and sales copy to maximise your sales or lead flow. Multivariate testing takes the guess work out of finding the ideal page design. Every question or doubt you may have had about your site design can be asked and answered definitively through the use of multivariate testing. What combination of site elements sells best? Multivariate testing can tell you.
Google Website Optimiser
Alkemi has been researching and comparing Multivariate Testing solutions for more than 12 months, however unfortunately tools from USA based vendors like Offermatica have required investments in excess of $20,000 per month.
Google has recently launched Website Optimiser, a new tool designed to help people test different landing pages to determine which ones drive the most conversions - whether sales, sign-ups or downloads.
If you are currently running an AdWords campaign now is the time to talk to us about how you can use Website Optimiser and multivariate testing to get the most out of your online presence.
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Practical Strategies, Tips and Industry Secrets Newsletter. |
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 Alkemi's New York based business partners, Future Now, have just released their latest book on the subject of conversion. Find out more about this wonderful insight into personas and how they help conversion.
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Our Search Marketing Staff are all Google Qualified Individuals.
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