Letting Your Online Customers Vote with Their Clicks

One of the brighter patches during this gut-wrenching recession has been e-commerce. comScore, a leader in measuring the digital world, recently reported that retail e-commerce spending for the entirety of the November–December 2009 holiday season increased 4 percent over the same period last year, for a total of $29.1 billion spent online. Online retailers continue to hire web designers and developers, e-commerce analysts, and site merchandising managers, who have a plethora of tools and techniques they can use to optimize conversion rates and resulting revenue.

One increasingly common online technique is multivariate testing. While A/B testing allows you to test just one factor at a time, multivariate testing 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 conversion goals.

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