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Multivariate testing
Would you like to use multivariate testing to increase your conversion rate? We’d be delighted to help! Our digital marketers have the right combination of knowledge and experience, enabling them to utilise various multivariate tools to achieve your marketing objectives. Multivariate testing allows you to test your website comprehensively, in a variety of ways. This makes multivariate testing an excellent form of content optimisation: it has been proven to make your website more effective. Our marketers are happy to assist you with multivariate testing. Get in touch to discuss the possibilities!
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What is multivariate testing?
Multivariate testing is the best way to optimise your website. This tool allows you to analyse the results of different versions of your website. It’s ideal, as it enables you to easily compare what works and what doesn’t. Users of your website are unaware of what is being tested, so you don’t get skewed results. With multivariate testing, you can easily test the behaviour of a website visitor: what is the effect of placing a particular button in a specific location? Should you use this visual or not? Where should you place your contact form? By creating different versions of a website and testing them using this method, you can easily gather these insights. Once your results have been collected, we’ll ensure your website is optimised based on this data. A handy form of content optimisation, then!
The benefits of multivariate testing
Increasing conversions on your website
Test multiple elements of your website simultaneously
Gaining insight into the click behaviour of your website visitors
Testing specific elements
The opportunity to revamp and optimise your website with a small investment
Making your website as user-friendly as possible
Why multivariate testing?
There are various ways to test a website. So why choose multivariate testing? This testing method is ideal, as no other test provides such a wide range of information. The results obtained through this testing method are easy to implement. Compared to other tests, it does take a while to gather your results. However, once you have these results, they are easy to implement and have been proven to be effective.
Multivariate testing is most effective when used in combination with other web analytics. These include Google Analytics, as well as other tracking methods such as cookies, eye-tracking and call tracking. By cleverly combining different analytics, you can achieve the desired result: a website that fully aligns with your customers’ online behaviour.
Glossary: multivariate testing
When you want to get started with multivariate testing, you’ll come across many different terms that you’ve most likely never heard of before. To help you get started a bit more easily with this process, we’ll explain the most important terms.
Section
Within multivariate testing, there are various sections. These are the parts of your website that you can adjust, and which you can therefore use for testing.
Combination
When you start testing, you use different sections, hoping to achieve a specific result. By creating different variants containing different sections, you get a different result each time. The result of these different sections combined is called a ‘combination’. The most successful combination is therefore the recommended variant of your website.
Overview map
Optimize presents the results of various combinations clearly using an overview chart. Here you’ll find detailed information on various metrics, such as the status of your experiment, which combination is the best, and the likelihood that this is better than your current website. So you don’t need to compile this data yourself: Google does it for you.
Detailed map
Your overview dashboard collects data from your current experiment, but does not take external factors into account. You collect this data in a detailed dashboard: here, for each experiment, you can see the effects on, for example, the conversion rate.
Multivariate testing vs A/B testing
A comparison often made when someone mentions multivariate testing is the comparison with the other testing method, A/B testing. These two methods both have the same aim, namely to improve the user-friendliness of your website. The difference between the two lies in the way the testing is carried out: whilst multivariate testing involves testing different sections within a website, A/B testing tests entire pages. This therefore yields different results, as it is harder to pinpoint exactly which parts of your website are causing which effects. With A/B testing, it is also possible to create multiple pages, but for comparing individual elements, multivariate testing will be more suitable. This does not mean that A/B testing is never the better of the two: if you already have two finished pages that you want to compare, A/B testing will be very effective.
Analysis and reporting
By making Traffic Today your partner in the field of multivariate testing, you are choosing a marketing agency with extensive expertise in this area. We always know how to deploy the right combination of tools, enabling us to optimise your website for SEO. However, we do not merely make adjustments: as soon as we carry out an experiment on your website, we provide a comprehensive report on the results. We analyse your current situation and provide a clear comparison, ensuring the results of the experiment are transparent and easy to understand. Clear communication is central to our approach: these reports are how we achieve this!
Frequently asked questions about multivariate testing
Which KPIs should I analyse once the multivariate test has been completed?
Some key KPIs that can be used to determine the success of a multivariate test include conversion rates, average order value, bounce rate, click-through rate, time on page and number of pages per visit. By analysing these metrics for each test variant, it becomes easier to determine which tests have been successful and which have been less so.
Are there any tools or platforms specifically designed for multivariate testing?
Yes, there are various tools and platforms specifically designed for multivariate testing. Some popular examples include Optimizely, VWO (Visual Website Optimizer), Google Optimise and Adobe Target.
What statistical methods are used in multivariate testing?
In multivariate testing, statistical methods such as analysis of variance (ANOVA) and regression analysis are often used to analyse the results. This makes it easier to draw a reliable conclusion and also provides a clearer understanding of which elements need to be optimised.
What are the best tips for running a successful multivariate test?
To carry out successful multivariate tests, it is important to set a clear objective. Without a goal, it becomes much more difficult to determine whether something has been successful or not. You should also take into account the influence of seasonal factors, time-related factors and random user selection in order to gain a realistic picture.
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