During the past two decades, the Web has grown from an interesting academic oddity to one of the most powerful platforms for commerce in any era. Through it all, marketers have been playing with the design of the basic website to come up with the ultimate digital sales tool.
Testing websites and campaigns is key to improving performance. A/B testing—trying two versions of a website landing page and comparing how they perform with your target audience—is often used for this, but it only allows you to test one factor at a time. Multivariate testing, on the other hand, enables you to test many changes simultaneously.
Marketers know that testing and tracking different elements of their campaigns is the best way to understand what works with their intended audience. Common methods for running controlled experiments range from simple A/B testing to sophisticated multivariate testing. You can test pretty much anything, particularly in the online world—from e-mail to video to mobile content to advertising. For the purposes of this piece, I’ll focus on testing Web content.
Consumers using mobile Web browsers are visiting your site -- whether you have pages designed for them or not. If they don't find what they want, their visits will be short before they go somewhere else.
See how a travel website responded to growing mobile traffic by testing mobile versions of selected pages. The new pages decreased bounce rate 22%, while increasing page views and conversions. Includes creative samples of the test pages.
In the offline world, once the buy is completed and the ads are sent to the publishers, the work is virtually done. In the online world, once the buy begins, the work has just started.
SiteSpect, a provider of non-intrusive multivariate testing and behavioral targeting technology, announced that Military Advantage, an online military destination, with more than 10 million members, has selected SiteSpect as its testing and targeting solution.
Military.com is an online military and veterans membership organization serving some 10 million subscribers. A Monster Worldwide company, Military.com provides service information to military members and their families through a multitude of websites and newsletters, all supported by advertisers.
Ever feel like a marketing castaway? You know what I mean: you want to improve conversion rates, but your site is trapped on a desert-island CMS and surrounded by hostile IT and C-level natives. The budget supply is running low and the only site elements within your reach are a few global images and CSS styles. Should you go for it? Are such small changes worth doing? Yes. Here’s why, and where to start.