Once you’ve completed the first two steps in the process of understanding capabilities and defining your goals, it’s time to start thinking about what to test. It is important to use this opportunity to test the unknown. Don’t waste time validating what you already know, find areas that are out of the box to make effective changes. This brings us to the next step: only test things where you can actually make changes. Test things such as headline variations, body copy and calls to action which are relatively easy to change.
Include both short-term and long-term metrics in your multivariate testing. Your initiatives should align with your overall business objectives, while creating opportunity for ongoing optimization and improved ROI.
Now you’re ready to begin multivariate testing and will soon learn how to make a measurable change in your website’s effectiveness.
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Guys — great post, I see more and more of my clients focusing on the “how” instead of just the “what” to test, and realizing great gains in the process. Have you looked at Optimost as a platform to execute experiments? It makes it easy to make changes to virtually any aspect of the page, not just the low-hanging fruit like images and calls to action.