A/B Testing and Multivariate Testing Explained

A/B Testing and Multivariate Testing Explained

By definition, conversion rate optimisation is the process of improving and testing user experiences on a landing page with the aim of increasing the number of visitors to the site that convert into customers. While search engine optimisation improves the quality and quantity of traffic to a website, conversion rate optimisation helps "turn clicks into customers." Many people believe that the aim of CRO is to increase sales or revenue, however conversion goals can also be leads, downloads, or interaction in social spheres.

One of the areas of CRO which is experiencing high growth and popularity is multivariate testing, also known as MV testing. This process is used to determine which versions of content or design on a website result in the best outcome for the defined conversion goals for a page or site. Different copy, images, design and even the size of buttons and background colours can have a dramatic effect on the number of users who make it to the end of the check-out process.

There is, however, still a certain element of confusion surrounding the definition of the term and, in particular, the difference between A/B testing and multivariate testing.

A/B Testing
Here, the website traffic is split between two entirely different versions of a webpage, version A and B. Visitors are shown one of the two pages and the reactions of the visitors are tracked, i.e. whether they leave the page, make a purchase etc. A/B testing is best used for testing completely different ideas for a page.

Multivariate Testing
In multivariate testing, it is different areas, sections of a page that are tested as opposed to completely different versions of the page. For example, here two versions of the page you want to test would essentially stay the same, only a small section such as a heading or a button would change. These sections are then later analysed using software to determine which version achieves the best conversion rates.

Many CRO experts therefore recommend starting with A/B testing, then further optimising the given page using multivariate testing. While they are generally carried out for web pages, both types of testing can also be applied to the content of emails and mobile web pages. Cultural multivariate testing is also carried out for international websites in a distinct geographical market in order to find the best culturally appropriate design for the users in that location. The growth of cultural multivariate testing within the field of conversion rate optimisation indicates the importance of tailoring international web design and its impact on the commercial success of international campaigns. A/B Testing and Multivariate Testing Explained - Spasat General Business Directory - SEO Directory Business -  Business Directory