How to Successfully Run a Multivariate Test

Is your website attracting the results you are hoping for? Your website is the virtual face of your business, so it’s important to have it up to speed with all other operational aspects of your business. If sales are low, they are tools available to help you fix problems areas and get sales back to where they use to be.

Multivariate testing is an effective way to boost your website’s optimization and get tangible results for your online marketing. Whereas some businesses rely on buying more ads or hiring SEO specialists to garner more business, these are only temporary solutions that don’t address the underlying cause of why visitors aren’t converting.

About Website Optimization

Make use of ways to increase conversions based on your current traffic using website optimization, instead of investing any more money into those that may not prove to have a ROI. The traffic to your site will respond much more favorably to your efforts, and will be more likely to convert. Trying to get more traffic to your site is a nice idea in theory, but all this traffic won’t matter if you’re website isn’t optimized and incentive isn’t given to make the conversion.

What is Multivariate Testing?

Multivariate testing is one technique to use to figure out how to get traffic to convert. By this method, you’ll be able to test out variations of a design and deploy different combinations thereof, allowing site visitors and customers to pick out the most effective one. Since users aren’t alerted that a test is underway, it’s not often as straightforward or obvious as a survey.

How does one measure results from these multivariate tests then? The results are portrayed based on how the users respond to each of the variations. For example, if the webmaster is using the number of clicks as the gauge for success, then the version with more clicks will be deployed in the actual website.

General Steps on Doing a Multivariate Test

The Science of Split TestingStep 1: Evaluate your website

Take a step back and access your website. Are there elements that need to be changed or updated? Ask friends and colleagues for feedback and to undergo the site assessment with you, if necessary.

Step 2: Schedule test batches

Once you’ve established what needs to be fixed, group elements by priority and according to which of them you’d like to run a test on together. Refer to these groupings when setting up your testing schedule.

Step 3: Design test variations

After you’ve determined which elements to test out first, it’s time to design variations for each. To improve the flow of the process, it’s recommended that you begin designing the variations that are to be used for the next multivariate test while the first one is running.

Step 4: Run the multivariate test

Now it’s time to run the tests. One helpful tool is Google’s Website Optimizer, which is free for your use. If necessary, you can also hire an outside third party to run the tests for you.

Step 5: Interpret results

When the test is done, analyze the results and interpret it. Determine which variation provided you with better results, and implement the changes on your actual website. After that, go back to the test schedule you came up with to prepare for the next test.

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  1. Anil Bhogia March 5, 2013
  2. abhi.desire12 March 5, 2013
  3. reeja March 5, 2013