Multivariate Testing

Multivariate testing is a great way to increase conversion rates. It combines your best sales copy, images, and multiple landing page alternatives to see what gets you the highest returns for your investment. With testing, you will not be able to see how the different parts of your promotions work best.

The idea of multivariate testing works by examining different parts of your marketing to ensure you have the best message for your services. Here is a systematic overview of how to use multivariate testing.

First, create multiple tests for different parts of your marketing efforts against a control sample. To do understand what tests we can use, let’s compare the two main market testing strategies: A/B and multivariate testing.

A/B testing compares one segment of your campaign against a control sample. The limitations of this testing is that you have to test each part of the ad individually to see what works and what does not. For example, will headline A work better than headline B? How will landing page A fare against landing page B? Learn more about A/B Split Testing.

Multivariate testing works with different pieces of your promotions at the same time. Compare how the headers, calls to action, and landing pages work together in various combinations will give you insights about where your prospects are converting and where they leave.

Second, come in with an open mind. The entire reasoning behind these marketing experiments is to see which works best. Your marketing is to lure in prospects. You, therefore, need to know what they want.

Third, have a sample of your target market before you go with a live marketing campaign test. Find out what a smaller segment of your target demographic wants before spending the money on your marketing campaign. The sooner you discover mistakes, the better-off your testing.

Fourth, record the results of the testing to evaluate the positives and learning mistakes you made. Sometimes with multivariate testing you will find the mistakes more useful than the positives. They stick in your mind, so you are more likely to avoid those mistakes in the future and choose the correct campaign in the future.

Fifth, never stop testing. Most businesses start testing a product when they are in prelaunch. As they learn what works and what does not over the first few months they start to see better results.

Some businesses, however, become content with their marketing. These marketers do not continue testing to improve upon their campaign. Over time the results can (and probably will) decay, which is why continued testing is extremely important. Do not be satisfied with the results. Always look to improve upon your tests.

Most businesses start using internet marketing, because they want to increase their client base. Understanding exactly what your client wants through testing is the best way to understand their needs. The examination into what works best for your marketing will define how and when you market your business. Multivariate testing improves your marketing decisions.

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  1. I love the first one – letting the real world numbers do the talking is best for deriving conclusions. Speculation alone isn’t always right, in fact it rarely is.

    • Kate,

      Absolutely! Real world numbers are the only way to get real world facts and decisions. Speculation generally does not work out that well!

      Andy