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MULTIVARIATE AND AB TESTING

MULTIVARIATE AND AB TESTING

Most websites continue to struggle with increasing their online conversion rates.

On average, an e-commerce store converts around 3% of its traffic into customers. The remaining 97% of the visitors leave the website without ever placing an order.

Other types of websites struggle with conversion as well. On average, a lead generation or subscription websites convert around 15% of its traffic into customers. The remaining 85% leave the website without ever placing an order.

If you are looking to increase your website conversion rate, you will have to conduct AB and multivariate testing. The problem is that most testing programs start without any planning and thus fail with the first 6 months.

We know this first hand because we have been helping online companies conduct testing for over 12 years. Our goal from this guide to help you with a good introduction to multivariate and AB testing. We will continue updating the different chapters in the book on regular basis, so if you have comments or feedback, please let’s know (@invesp).

What Is A/B Testing (Split Testing)?

If visitors are not converting on your website, then obviously, there is something wrong that is stopping them. That is where AB testing comes in handy. AB testing (sometimes referred to as split testing) is the process of testing multiple variations or designs of webpage against the original page with the goal of determining which page generates more conversions.

What Is Multivariate Testing?

Multivariate Testing or MVT testing is the process of testing multiple variations of multiple ele-ments on a webpage with the goal of determining the best combination of elements to increase conversions.

Comparing Multivariate & AB Testing Tools

It is time now to select an AB or multivariate testing platform to start running your tests. There are over thirty different tools available in the marketplace for you to choose from. So, you might ask:

What is the right split testing tool for my website? Will I affect the success of my conversion optimization program by choosing one particular tool?

The market is full of testing tools that range from simple free tools to sophisticated enterprise split testing software. This article will walk you through the pros and cons of different split testing tools available.

 

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