Effective Multivariate Testing
So you’ve decided to take the plunge and invest in multivariate testing for your website. Now what? The first step is to evaluate the capabilities of your organization to set realistic and achievable goals. We’re focusing today on the first 2 sections of the multivariate testing 5-step process below:
Determine if your organization has a champion of testing or online performance improvement. Ensure that the test’s results help move the business towards its overall goals. You will also need to set expectations for the time it will take to set up the multivariate test, time for the test to run and for the analysis. And remember to establish the expectation that the testing results will require action.
The next step is to define your multivariate testing objectives and goals, Here are some tips:
- Identify opportunity – what are your high volume or high impact pages?
- Prioritize design elements – what elements make the most impact?
- Develop new creative – which creative elements are most compelling to your audience?
- Establish placement – where is it most impactful placement on your site and pages?
- Aim and deploy – enjoy watching the champions rise to the top!
Stay tuned for the final steps of your multivariate testing plan.
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