Multivariate Split Testing for High Conversion Rates

Multivariate split testing is a highly accurate tool to test the effectiveness of your online content – be it web pages or advertisements. This is a more complex testing method than A/B testing because it lets you assess the impact of many changes at once. It dramatically shortens the learning curve in identifying the right design for your web page or advertisement.

How Does it Work?

To put it simply, multivariate testing (MVT) can be thought of as many A/B tests being carried out on different elements of the same web content at the same time. An A/B test will compare two versions of the web page or ad with a single element changed. When you use a multivariate or multivariable test, you change a number of elements and also have a number of test platforms.

For example, an A/B test on your advertisement for baby products can have version A with a pram displayed prominently and version B with the pram being displayed in smaller size in a corner of the advertisement with the text gaining prominence. The customer response and the final outcome generated by both these versions are compared to find the better layout for the advertisement.

If you conduct a multivariate split testing for the same advertisement, you can play with many elements or tweak them into varying combinations to create many versions of the advertisement. For example, version A may have a picture of the pram as the focal point, version B eliminates the picture and has testimonials from happy customers, version C has a list of top pram brands that you stock and so on. Each version not just changes the content but also addresses a specific different need of the customer.

MVT allows you to accurately assess the performance of every version against others so that you find the most effective one. In this way, you find out which elements work and in which combination they work best. This is crucial if you are looking to boost traffic to your website.

MVT Assures Good ROI

Multivariate split testing is a concrete method that promises a good return on your investment. With MVT, you can effectively harness the power of the internet to publicize, advertise and sell your product or service. Even if your website disseminates information instead of making actual sales, you can still use MVT to create greater awareness about your site among interested viewers.

Contact Us

With Wolf21’s multivariate split testing expertise, you can increase the focus of your web content and dramatically improve conversion rates. To learn more about how MVT can help you, contact us today.