Best Practices in Multivariate Testing for B-to-B Companies

December 8, 2014

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. Evaluating the impact of combinations of factors and variations often reveals significant interaction effects that can have a dramatic impact on your company’s conversion goals.

Do you have a hunch about what’s working or not working on your website? Test it and see what happens; the results are often surprising.

Read more: http://adage.com/article/btob/practices-multivariate-testing-b-b-companies/279854/?btob=1