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.
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.
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.
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As a direct marketer, you've tested print and e-mail, but have you used multivariate testing on your website? In a multivariate test, variations of your site's content are presented to visitors, whose behavior is tracked to determine how each content variation affects your marketing goals, such as conversions and registrations.
Multichannel merchants know how important their Websites and landing pages are for selling products to customers. You also know that the more you understand online customer behavior, the more your marketing efforts pay off in the e-commerce arena.
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