10 tips for designing and running successful Multivariate tests

1. Give colleagues a clear understanding of the benefits that optimisation will deliver so everyone knows the effects of what is happening.
2. Have a clear primary conversion objective relevant to the optimisation programme so that you optimise all results to the required goal.
3. Define the conversion path by identifying the pages between visitors arriving and making a purchase, this will give a framework for optimising content to gain maximum uplift.
4. Determine the optimal starting point. Landing pages are sometime the most obvious; however, there may be more bottom line benefit to optimising a checkout form.
5. Be Bold. The more drastic the changes, the larger your sales uplift will be.
6. Test everything and anything. You’ll be amazed at the impact that subtle changes have on your figures.
7. Match your test to your traffic level. Use a calculation tool or give Maxymiser a call to see how many variables you can test with your traffic level, make sure you will get conclusive results in a timely manner.
8. Plan tests so that you’ll know why you have achieved uplift. Be able to share learnings so that other business units can benefit too.
9. Don’t call time on tests too early; make your business decisions on winning content backed by strong evidence.
10. Uplift will be felt for many months. Report back the true value of the optimisation that has occurred over the timeframe it will be implemented.

Success Stories

Marcus Ferguson-Jones,
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