Do you know what's working?

That headline you wrote; that image you selected; that layout you approved. All of these are having an impact on whether or not your customers are converting on your website. Each one is the difference between more business or a customer who is never coming back. But which one?

 

The Power Of Testing

Running tests on your website will help you determine which elements of your site are important to converting your customers and which ones are irrelevant; and it stems from asking a simple question - could my site be performing better? (Hint: the answer is yes!)

 

By establishing a regular testing program, you will be constantly refining your customers' experience on your site and in doing so improving your bottom line.

 

A/B & Multivariate Explained

Testing is part art, part science. The art is knowing what to test and the science is measuring the results. If you're not already familiar with the two types of testing methods listed above, then we've explained them below.

 

A/B Testing

An A/B test is simply testing two or more elements against a control group (if you have more than two it's an A/B/C test and so on). For example you might test your "Add To Cart" button on product pages by producing a number of different designs and then seeing which one is more successful at getting your customers to put products into their shopping baskets.

 

A/B tests are simple to run (Google let's you do it for free), and you can get started right away, We recommend this type of testing for most small to medium sized businesses and can help you set up a comprehensive testing programme.

 

Multivariate Testing

As the name suggests, a multivariate test lets you test multiple variables against each other, but more importantly allows you to discern the relationship to conversion of each variable, both on it's own and in conjunction with the other elements on the page. Sound confusing? Let's try and put it in context.

 

In an A/B test if you are testing 3 buttons, then there are 3 possible variations. But if you wanted to test 10 variables each with 5 different values, that would mean running 9,765,625 different content variations.

 

So, a multivariate test is more complex but ultimately will help you zero in on the right combination of conversion elements much more quickly.

 

We recommend this type of testing for larger organizations who are looking to make significant gains in business performance.

 

If you're interested in more detail, you can read about multivariate testing on Wikipedia

What Does It Cost?

Please contact us to find out how we can structure the right package for you.