Multi-Variate Testing- A Web Technique for Seamless Website Redesign and Conversions
Sometimes, there are people who are not fascinated by simpler things and are looking for something that is not ordinary and involves testing their imagination and skill set to a higher level. Similarly, for web marketers who are not satisfied with the simplicity and limited functionality of A/B testing, this is definitely a great start for them with the emergence of this multi- variate testing. It is an amazing way when you have to test the combination of multiple site elements for getting instant customer attention and conversion rates. Unlike, A/B testing approach, it involves testing multiple elements at a time for getting quick idea about a website redesign for achieving desired conversion rates and customer engagement.
There are beginners in the field of web testing that might be having limited knowledge about multi- variate testing and its impact in the online business world. Due to the ignorance of your targeted customers, few obvious questions could arise in their mind like “What is multi- variate testing”?, “How is it different from A/B testing”? and much more. If you want immediate answers for all of these questions, you need to take a quick look about this web testing technique that is explained below.
Multi- Variate Testing- It is a web testing technique where an assigned hypothesis is tested by making use of various combinations of site elements or variables. The primary aim of this web testing technique is to decide the best possible combination out of all the available combinations of site variables. It is recommended for more advanced marketing testers and is a big “no” for novice web testers as it involves more detailed knowledge and is a bit complicated process than A/B testing. With multi- variate testing, you can seamlessly get a fair idea about which site elements can make a maximum impact on your conversion rates and customer engagement.
Difference in the implementation approach of two web testing techniques
The basic difference between A/B testing and Multi-variate testing is that former makes use of different web page version and makes comparison with original web page for higher conversions. While in case of multi- variate testing, various combinations of site elements are tested against each other for getting a better idea about which site component has a maximum impact on key performance indicators like conversion rates, product sales, customer engagement, maximum user clicks, customer registration and other such parameters.
In other words, A/B testing is testing the functionality and usability of a single element of a site whereas multi-variate testing is more about getting better insight about the combination of site elements that can have the maximum impact on your website.
Merits of using Multi-variate testing
It is a common question that could pop up into the minds of customers that why it is important to invest their time and money into this complicated web testing approach when they are already familiar about A/B testing. In order to provide a clear information about the USP of multi-variate testing, you need to take a close look below:
– It helps in quick website redesign by making use of various combinations of site elements.
– By making use of various site element combinations, you can optimize the performance of your landing page campaigns.
– It helps in saving considerable amount of time, money and efforts as multiple tests can be run concurrently which eliminates the need for sequential recurring A/B tests.
Demerits of Multi-variate testing
“Without knowing about the depth of a well, it would be foolish to make a jump” and the same applies to multi- variate web testing also. You need to be aware about all the pros and cons of this web testing technique for achieving optimum business results. Here are some of the drawbacks of this technique that can be summarized as follows:
– It is useful for websites that are having adequate traffic, so you need to be first sure about the number of visitors that are arriving at your site. Due to the quick addition of variations, the amount of traffic allocated to each variation becomes low which could pose problems for your site if it is not achieving optimum site traffic.
– You need to have a fair idea about the sample size that is involved in the entire testing experiment for ensuring the success of your testing campaigns.
– Don’t play with the statistical significance of your multi- variate testing as implementing results without a satisfactory confidence level can act as a severe blow for your website business interests.
So, if you have just ventured into the territory of multi- variate testing, it would be better to measure your each and every step wisely for making maximum impact among your business rivals. It should be noted that “Haste makes waste”, so don’t jump onto conclusions but make a detailed study about this web testing technique for avoiding disappointments later on.