Is your website garnering the traffic and conversions it deserves? Many variables exist as to why a website may not be performing to your expectations – such as not getting many subscriptions, a decline in sales, or visitors simple aren’t coming back. Whatever the predicament you’re in, multivariate testing can help you identify what is wrong with your current site, so those much needed conversions start to come back.
Read on to discover how multivariate testing can enhance your website’s optimization in getting results for your business. This solution, in comparison to SEO and buying ads, ensure the traffic you do receive will last for the long run.
What is Website Optimization?
Make sure your marketing dollars are well spent on solutions that will increase the overall success of your website. This means converting the traffic you currently have into sales by enhancing the current design and usability of your site. You can have all the traffic in the world, but if you site isn’t resonating with your audience, there won’t be conversions.
Multivariate Testing Defined
Multivariate testing presents two options of a design to your audience, allowing them to select the most effective one in enhancing the design of your website. It differs from a/b testing in that there isn’t a cap on the amount of elements to test.
This method of testing ensures a gradual increase in conversions. You’re able to test out different designs on a website In order to determine which version users prefer, then implement the winning on your site based on the goals you’ve designed. Since the users don’t know the test is underway, it’s not as formal or obvious a process as taking a survey.
When Is It Used?
Large-scale, heavy traffic websites utilize multivariate testing to improve the look and feel of their websites. The goal of any website is to provide a satisfying experience for the visitor, and multivariate testing makes that much more feasible by identifying areas to improve upon in the design and usability of your website.
General Steps in Doing a Multivariate Test
Step 1: Evaluate your website
Determine what needs to be changed or expanded upon before setting out to re-design elements or adjust copy. Get advice from friends and colleagues to provide a well-rounded synopsis of what can be improved upon.
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.
Step 3: Design test variations
Once you have the elements chosen, it’s time to design variations of them. While the first test is running, be sure to create the rest of the variations in order to keep the process flowing.
Step 4: Run the multivariate tests
You can choose to hire an independent third party to run the tests for you, or do so in-house using a tool such as google website optimizer.
Step 5: Interpret results
Finally, analyze results and interpret them. Which variation produced the most positive response? Implement it on your site, and then go and schedule your next test.