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A/B Multivariate Testing Benefits

Multivariate testing can help you determine the best way to optimize your site.  It's different from split testing in that it can include more than two versions of your site.  Split rate defines only two versions of your site to be tested.  Multivariable testing allows you to test an unlimited amount of versions.

The things you can alter and test on a website are limitless.  You can test colors, images, headings, calls to action, buttons, text can be added or removed, you can change the shape of various paragraphs and more.  All of these factors will affect your conversion rates, and getting the best possible conversion rate is the purpose of conducting multivariate testing.

By conducting multivariate testing you can determine what appeals to the users, rather than designing a site based on what your designers think looks best, or what your CEO thinks looks best.  It takes personal opinion out of the equation and allows you to acquire hard data that proves what really works in the real world, or at least the internet world.

For example, say your designers want the overall color scheme of your site to be predominantly red.  But, your CEO prefers green.  A poll of company employees revealed they like blue.  All have statistical data to back up their claims of which color is the best.  How do you know which color will help maximize your business?  You perform tests that run versions of the site with each of the chosen color schemes.  Turns out, internet users like blue.  Problem solved.  Now you can move forward with the best color without worrying about internal politics.

Testing also allows you to put your best foot forward when it comes to conversion rates.  It lets you have a firm understanding of what your clients like, and then implement those things directly into your site.  This will help to ensure that you can turn your users into leads, email subscribers, or sales as it applies to your business.  Taking the guess work out of your site's overall design can help ensure its success down the line.  It helps you to build a site that you know will lead to quality conversions, rather than having to guess at what will work based on what you or your boss thinks looks good.  It provides you with hard and fast data to help you understand what works best under what conditions.

Google's Website Optimizer is one comprehensive way to perform these tests and get the maximum amount of data.  It can help you run tests, compile data and analyze that data so that the appropriate changes can be made within your site.

Multivariable testing is essential to ensuring your site's profitability on the internet.  Optimum7 has a thorough understanding of the importance of site testing, how to process all the data it produces, and how to apply that information to your site to maximize your conversion rates.  If you're considering multivariable testing, contact us today to ensure the success of your tests and subsequent implementations.

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