July 19, 2010

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-compani...

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