Even minor tweaks to your website can have major unintended consequences, tanking your conversion rate or creating a negative user experience. This is why great marketers don't change websites and campaigns off hunches. They test each new element, comparing results against previous metrics to ensure all components work together.
Multivariate testing (MVT) is the practice of changing multiple elements on a website at once-such as headers, calls to action (CTAs), images, design layouts, and copy-to create the most effective version of a page. Using MVT can help you glean insights about more than just the performance of individual elements-it shows which combinations of those elements have the most influence on user engagement or conversions.
You can use multivariate testing to improve conversions on a landing page by testing elements like headers, CTAs, and copy; increase checkout clicks by testing different checkout button colors and their placement; encourage add to carts by testing variations of the images and pricing options that appear on product pages; and boost subscriptions by testing different variations of sign-up forms, including form fields and placement.
The most common multivariate testing method is full factorial testing, in which you split all variations equally among all website traffic. For example, if you're testing multiple elements of a product page design to understand which combination results in the most conversions, you would run the test as follows: 2 (product image) x 2 (product description) x 2.
#multivariate-testing #conversion-rate-optimization #ab-testing #user-experience #marketing-strategies
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