Tag Archive for 'Multivariate Testing'

Multivariate Testing - Big Results from Small Changes

Published
by
Eric Dudley
on September 5, 2008
in Online Marketing
. 0 Comments

Multivariate testing can drive big results from small changes.  In a recent Google Blog post, examples of Google’s search experiments are shown and some are surprisingly small.  For example, take a look at the two pages below:

Multivariate Testing - Big Results from Small Changes

Multivariate Testing - Big Results from Small Changes

Can you tell the difference between the two?  I couldn’t.  Turns out, the difference lies in the amount of white space in the first search result, making the first result in the Picture 2 a bit more visible.  This test is designed to determine if these types of changes help you search faster and if it makes results more prominent.

Here’s another example of a recent Google experiment:

Multivariate Testing - Big Results from Small Changes

Multivariate Testing - Big Results from Small Changes

If you can spot the difference in these two pictures, you’re visually astute.  The difference is the the thickness of the plus box next to the stock quote.  It’s difficult to determine if one is “better”, because results of the tests have both positive and negative effects.  Searchers might click on the the thicker box, causing them to possible ignore other helpful results.

So, what?  Subtle differences can make a big impact on results.  Multivariate testing helps marketers to test even the most minute details to determine which has the greater impact.  Without the use of multivariate testing, the findings could take lots of time, man hours or just never be determined.

At WebsiteBiz, we use Omniture Test & Target as well as Google Optimizer.  We have expertise using these tools and are leveraging technology in our partnerships.

Multivariate Testing Accelerates and Drives Improved Conversion Rates

Published
by
Eric Dudley
on August 11, 2008
in Customer Acquisition, Lead Generation, Online Marketing, SEO, Search Marketing, Website Analytics and Website Effectiveness
. 3 Comments

As online marketers we have many levers to optimize.  As we strive to attract qualified visitors we also realize a targeted visitor is only as good as the experience they encounter when they arrive.   It is our opportunity to deliver an exceptional experience and great offer that they choose to act and achieve a desired outcome.

Testing landing pages is a great way to determine what message, experience, and offer our audience best responds.  It’s about “lift” and “improved conversion rates”. By thoroughly testing and optimizing landing pages, marketers have realized exponential returns. 

While an effective, but less sophisticated model of testing, A/B testing tests a single site element against a single control version. For example, two landing pages each with a different headline and hero image.

Quickbooks Multivariate Test

Quickbooks Multivariate Test

Multivariate testing takes A/B testing to another level by testing multiple elements at the same time. It not only shows you which combination of elements generates more leads, but shows which individual elements generates more conversions, whether it be a call to action, a button, an offer, or even a hero image. Multivariate testing allows you to identify the specific aspects of your campaign elements that have the greatest influence on site visitors.

By using multivariate testing, you will be able to ascertain which elements of your Paid Search landing page yields the highest number of site visitors to perform a desired action such as requesting information or making a purchase.

While many of the champion combinations may seem intuitive, many will also surprise you.

Using multivariate testing accelerates a marketers ability to yield the best results when comparing to A/B testing.  As an example, with one of our clients, we were able to produce a lift of over 11% using multivariate testing in a short period of time.  If you are interested in learning more about multivariate testing we would recommend these:

  • Google Optimizer is a free multivariate testing platform but has many limitations.
  • Omniture recently purchased Offermatica and have re-branded it: Test & Target.  It’s a much more sophisticated platform for multivariate testing and one we have evaluated and adopted.

What would a 11% or even 1% lift of visitor conversions do for your bottom-line?   In many cases, make it a no brainer decision.  I welcome your feedback and comments.

Global Leadership Conference Reinforces WebsiteBiz’ Mission

Published
by
Eric Dudley
on July 9, 2008
in Customer Acquisition and Website Analytics
. 0 Comments

EO GLCFor the second consecutive year, I was given the opportunity to participate at the Entrepreneurs’ Organization Global Leadership Conference in San Francisco.  It’s one of my favorite places to visit and it’s close to my mom so I get to visit with her.  It’s gravy that it happens to be adjacent to mother’s day- and of course I tell her I came 3,000 miles just to visit her. ;-)

In case you were wondering, The Entrepreneurs’ Organization (EO) is a global community of business owners, all of whom run companies that exceed $1 Million in revenue.  This year, the Global Leadership Conference brought together 600 chapter leaders from around the globe.

The Global Leadership Conference emphasized the idea that as long as there are innovative ideas, there will be entrepreneurial opportunities.  New technology is what spurs new business. 

One of the “hot” areas we at WebsiteBiz believe will continue to grow is around:

  • Marketing analytics
  • One-to-one marketing, and
  • The idea of utilizing the Web as a central hub for measuring integrated tactics

With continued advances in testing capabilities like multivariate testing platforms, there is more focus on website analytics and extraction of the business intelligence that maximizes performance and return on investment.  After all, what marketer wouldn’t want that…?