A/B & Multivariate Testing

A/B testing and multivariate testing can tell marketers what’s working and what’s not working on a website. A/B testing can also help mitigate the risk of rolling out new features. The Digital Products Group at Hearst (publisher of the San Francisco Chronicle) experimented with navigation and search on the SF Gate site and measured how…

My last few blog posts have been dedicated to the importance of visual and functional A/B tests for on-site search. Before we wrap up the series, let’s review a few more ideas related to the back-end areas of your site not noticeable to the visitor: Algorithm: A/B test the underlying algorithm that powers your search. The…

Are you trying to figure out how important it is to A/B test on-site search? If so, consider this example from Walmart. The team conducted a series of functional A/B tests to optimize how their search engine works. The goal of the project was to “translate your searches into the stuff you really want to…

My previous post highlights the importance of A/B testing your on-site search. The results of on-site search A/B tests inform the changes you make to your site to accomplish your goals. As a marketer, you spend a significant amount of your time and energy fine-tuning the look and feel of your site. It only follows…

Driving reservations, cross-sells, and customer loyalty are critical goals for travel companies. A great way to achieve these goals is to deliver a superior customer experience. But how do you know if the experience could be improved? Online A/B testing helps you evaluate areas where you’re succeeding, in addition to where your process can use…

We’ve all been there. You try to buy an item or find some information on a site and you bomb. Searching for something and not finding it leaves you frustrated and annoyed. And sometimes the experience is so negative, you may decide to not visit that site again. Now picture yourself working as a member…