Where A/B testing will test different content for one visual element on a page, multivariate testing will test different content for many elements across one or more pages to identify the combination of changes that yields the highest conversion rate. Multivariate Testing, or multi-variable testing, applies a statistical model to test combinations of changes which results in an overall winning experience.
Multivariate tests are performed for a range of website changes, including all parts of an offer (e.g. images, text, color, fonts, links, and buttons), content and layout for landing pages, or elements of website processes such as a complete checkout process. It is not uncommon for a multivariate test to exceed 50 or more combinations.
Multivariate testing starts with a hypothesis of content changes that could impact your conversion rates. With multivariate testing these content changes can be broken up into multiple individual elements to determine combinations that yield the highest conversion rates. Whether it is slight changes or significant changes to the user experience, either may significantly impact the overall results for your brand.
A conversion rate is the rate at which visitors perform a desired action for the test, such as the visitor clicking on an offer or adding products to their cart. Additional metrics are used to evaluate the test, such as revenue per order. Reports tell you which combination of changes yielded the best results based upon the conversion rate or uplift in the metrics defined.
Since you can define a business goal for a test where the test determines the best experience for visitors to achieve your goal, consider the option to let the software optimize experiences automatically for a test. Maxymiser’s MaxTEST enables you to start a test and optimize for the defined goal automatically, ensuring that you maximize the uplift during the test and approach a conclusion as rapidly as possible without the risk of human intervention to cull experiences.
Visitor Segmentation and Segment Clustering
One experience may not be right for all visitors. An important aspect of multivariate testing is to identify visitor segments and their performance with different experiences. For example, you may determine that new visitors prefer a different experience than repeat visitors which garners better overall results. More sophisticated systems will also suggest visitor segmentation automatically to reduce the time needed to analyze test results against hundreds of visitor attributes.
Targeting different experiences for different visitors segments where needed will substantially increase your conversion rates. Maxymiser MaxSEGMENT enables you to target visitor segments based upon a wealth of visitor attributes, from environmental attributes (e.g. browser type) through behavioral (e.g. search keywords or recent navigation clicks) and include customer attributes from other systems, such as CRM systems.
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