Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates

Every once in awhile I come across something on the web that I truly wish I had written. A piece of content so good, and hitting the mark so well, that I wish I could attach my name to it somehow. That’s the case with a recent article by Paras Chopra: Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates. Paras has done an excellent job of laying out exactly what these tests are, how to set them up, and how to act on them.

I’ve long been a proponent of testing websites. In my own experience I’ve seen many examples of seemingly minuscule changes having a huge impact on conversions, and ever since the first test I conducted I’ve been fascinated-almost obsessed-with the power of testing. I’m fortunate enough to have a few clients to who see the value in this, though sadly most I encounter do not. Testing in general is a great method to use to track effectiveness of any campaign, but because of the tools available it’s easier than ever to test websites.

I won’t rehash anything from the aforementioned post, but hope it provides some value to you. The only thing I’ll add, because it isn’t mentioned in the original article, is that the method you choose between A/B and Multivariate testing will largely be dependent on the amount of traffic you get. A/B tests are fairly simply to conduct, and can be done with lower traffic levels because of the smaller number number of variations in the test. Multivariate tests have many more variations, and thus will require more traffic to produce any meaningful data.

All-in-all, I think that’s one of the better reads I’ve had this year. Hats off to Paras for an excellent explanation!

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