An adage of technology is that nothing is ever lost or forgotten on the Internet. While that may be true of crude celebrity tweets or vulgar political blunders, you cannot say the same for a company’s website—especially one built for marketing.
A company’s marketing website should be fluid, constantly changing, updating, and trying new ideas. Some ideas are winners and result in revenue bumps, while others flounder and are forgotten.
And that’s the way marketing websites should work. Another adage is that a website is never finished, only published. A website is a living, breathing marketing channel, and wise marketers should bend it, manipulate it, and stretch it until it breaks—or at least close enough to know exactly where that break point exists.
The way in which marketers push their sites to the limit is through multivariate testing. Multivariate testing is an approach that uses the scientific method to test incremental changes and record the results. The goal of course is to see how those incremental changes can increase key performance indicators (KPIs).
Rather than taking a shot in the dark, multivariate testing allows you to make more informed marketing decisions and commit to change without second-guessing yourself while providing real insight for your stakeholders.
7 Tips on Multivariate Testing
Check out our seven tips on multivariate testing to improve your bottom line.
1. Understand Your Goal.
Your website should have a clear goal or goals in mind. But even an overarching goal is divided into smaller goals or subgoals. Go a step further, and you’ll find that every section of your site has a goal it’s trying to achieve that rolls into the larger subgoals and finally into your overarching goals. Further still, different pages within that section have their own goals.
Like a Russian doll, your website is a series of nested tactics all working together toward a common, overarching goal. With that in mind, your testing should attempt to bend and stretch the smaller, individual goals. When you improve the performance of all your smaller goals, the effects will snowball and improve your business’s main objectives.
2. Make Subtle Changes
Almost anything on your site that affects visitors’ behavior can be tested. However, you have a better chance of getting a big win from a small tweak than making a drastic change.
Commonly tested elements include:
- Hero banners
- Calls to action
- Order or layout of modules
- Navigation labels
3. Test One Hypothesis at a Time
As a marketer, you have to be half-scientist in addition to being the creative genius (for which you’re known around the office, right?). With multivariate testing, you’ll need to put on your lab coat, grab your microscope, and follow the scientific method. And that means testing one hypothesis at a time.
Testing multiple factors and changes all at the same time will make it difficult to pinpoint which element triggered a change—good or bad. Focus on one test so you can be 100% positive which factor is responsible for the improvement.
4. Gather a Substantial Amount of Data but Don’t Go Overboard
Cutting your test short can result in inaccurate data. However, testing too long can take away from the original goal of your multivariate testing. As soon as you see a statistical significant difference between Test A and Test B, implement the changes to take full advantage of the results.
You need to set this cut off before the test even begins. Whether your limit is based on volume or duration, you need to have an agreed upon ending in mind.
5. Control the Time
A lot of elements affect conversion rate, and time is no exception. Test different variables at the same time of day/week/month/season, so that the traffic that goes to each variable is the same.
6. Sample Size is an Important Factor
Depending on your company size and baseline metrics, sample size will vary. If your website doesn’t receive a huge amount of traffic to begin with, getting a decent sample size can be difficult.
Sample size may also be affected by your industry. Niche industries shouldn’t expect to sample thousands and thousands of visitors.
Work with a digital marketing agency to determine what your sample size should be.
7. Don’t Get Consumed by Multivariate Testing
The last adage I’ll give you on this blog is that just because you can measure everything, doesn’t mean you should. Make a priority list that focuses on the things that are most likely to have an impact on your goal. Yes, maybe adding a certain image keeps people on your landing page longer, but if they’re still not filling out your contact form, does it really matter?
Take into account resources and time. You don’t want to waste time and money on tests that won’t necessarily affect your bottom line.
Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.