What is Multivariate Testing?
Turning Clicks into Customers
Designing and operating websites earlier used to be a whole lot simpler. The process would just involve designing and execution team in co-ordination to throw some ideas and measure results. But in this age of trending technology, a fully functional and appealing website is necessary to catch visitor’s attention. Engaging content and appealing graphics don’t just cut it. There are a lot more elements that contributes to the overall functioning of a website which can either draw or drive away customers from your site.
So, if you really want to convince your visitors for completing the check out, browse product categories and read your website’s content, then it makes a good sense to ensure that your website grabs the attention of visitors and lets them stay in it.
This can be easily done by testing out various elements of your website before going live.
How well a website performs with different elements being tested on it depends on how a user responds to those combination of elements. Apart from A/B Testing, Multivariate testing is yet another testing platform wherein you can combine various elements of a page like “call to action”, “promotion”, “image-size”, “image text” etc to perform a series of multivariate tests and see which one gives the most influential conversion results.
The interesting part about multivariate testing is that it reveals visitor’s behavior by testing elements individually and also by combining them altogether on a specific web page to see which one gives the best output.
Suppose, you are an eCommerce store owner that sells digital products online. Visitors on your website will land on the Home page and are able to view two basic elements- for suppose- product images and headlines.
To perform a multivariate test on this page, you will have to create 2 different headlines, and unique product images. You need to test all these two elements with possible combinations like-
Version 1- Headline 1 and Image 1 which when tested gives 5% Conversion rate
Version 2- Headline 2 and Image 1 gives 5.5% Conversion rate
Version 3- Headline 1 and Image 2 gives 7% Conversion rate
Version 4- Headline 2 and Image 2 gives 4% Conversion rate
In this way, 4 versions are created to split your website’s traffic among these combinations. With this, Optimoid tracks and records the number of visitors for each of the version. Tracking is based on the number of users who clicked the “Buy Now” button and the number of visitors who turned into customers by completing the purchase process.
MVT is also known as “full factorial testing” and is mostly recommended for those websites which have subsequent amount of daily traffic- the more variations that need to be tested, the longer it takes to obtain meaningful data from the test.
Defining Test Objectives For Multivariate Testing-
It is always necessary to set defined goals before running MVT (MultiVariate Test) on your website.
If your goal is to make money through your website, you need to track your “call to action” button, as “Buy Now”.
For Brand awareness, you can track the performance of “Referral” or “Subscriptions” link as it indicates a visitor’s interest in sharing your brand’s experience with others.
Similarly if you aim to save money, you can track interactions like “Contact Us”, “ FAQ’s” “Helpdesk Support”, and so on.
Benefits of MVT-
It is one of the robust ways to help website owners target redesign efforts to the elements of those pages where it will have the most powerful impact. This is really helpful to design landing page campaigns because the data on the impact of a certain element’s design can also be applied to future campaigns.
Move Ahead for Test! Test! Test!
A/B Testing and MVT are 2 powerful entities that can be used differently or in combination to get the most out of your website. So, start identifying your business goals to get quick performance results by dragging customers at once.