what is multivariate testing

One can find many instances when it comes to Landing Pages. As there are several small or big companies coming online to generate more traffic and target, huge customers, so you can see that its very competitive industry these days to increase the sales of the product or your services. This 21st century has an absence of monopoly market and an existence of the perfectly competitive market. Now let’s assume that you have some particular product or service and you are managing a marketing campaign to boost the sales. In this situation, you must have a few landing pages on your website or blog for the product or service.

Landing pages have several benefits on the fully-fledged website. For example, you can analyze the traffic of your website and other elements to assess your business growth. An effective Landing Page is essential for any product or service. And that’s where Multivariate Testing comes to your mind. As it’s a new way of testing your website’s landing pages for the product or service. And that’s where Multivariate Testing comes to your mind. It’s is different from A/B Testing. Newbies who aren’t aware of Multivariate Testing (MVT) can read that what it is actually.

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What is Multivariate Testing:

It is the process of testing multiple variations for multiple elements on a web page, with the goal of determining the best combination of elements to increase conversions. It’s a little bit difficult.

So in this article, we will talk about Multivariate Testing, its pros and cons and whether one should use it or not for landing page campaign.

Note on Landing Pages:

Landing pages prove to be a new easy way to reach customers without many technicalities. It doesn’t take much time in creating a landing page for your website.

User-friendly editors in Landing Page builder assists you a lot in achieving a great landing page.Well, talking about old days, there used be landing pages that consisted some lines of text only but today it’s completely different.

A landing page is supposed to be attractive with bold letter menu bar, impressive logo of the business, Call us and Cart buttons, dynamic form on the left side of the webpage along with appealing banners and background pictures etc.

Since the competition has no limits then you can get great viewing experience on some websites. The elements including best viewing experience, conversion sales and rates should be organized in a clever manner.

For example, there is no point of placing the customer contact form in the unnoticed area on your web page. Therefore, the location of landing page elements plays an important role in making it good.

So how would you know that it’s not the right location on your web page for image, button, cart option? Well, for this Multivariate Testing is made, it analyses the current scenario of your Landing Pages marketing.

How Multivariate Testing Works?

Suppose your landing page’s layout has the following elements:

  • Header text
  • A Photograph (Banner)
  • Short Description
  • Social Media Icons
  • Sign Up Dynamic Form Box

These elements are arranged in a particular manner on your web page. However, there are high chances of getting a huge impact on reach and conversion by some alternate arrangements in the position of elements. For instance, if you place

For instance, if you place the same photograph on a different location of the web page, the feedback of customers will be different. And this principle should be kept in the mind to make Multivariate Testing work.

There will a number of versions of a single web page under a Multivariate Testing campaign.

In version 1, you can keep two elements on top but in the second version, the same elements can be placed in the lower portion of the page. These different versions are shown to customers during an MVT campaign. Once MVT campaign receives sufficient traffic and is tested with different version and get different responses then an analysis report generates.

All this information is forwarded to find out the most appropriate design.In brief, one can get an idea that where some element should be placed to get the best output.

a/b testing

How to Use Multivariate Testing to Boost Conversions:

So you have got an idea that how Multivariate Testing (MVT) works in the optimization of your landing page. It is an effective way to upgrade conversions from landing page. So let’s look at the given steps you can follow to run and analyze Multivariate testing campaign. Select the landing page you want to analyze.

Step 1: Know the Desired Output:

You should decide the desired output of the landing page. Most of the product and service provider desires to make users participate in purchasing the particular product from the landing page. However, some also have minor desired actions such as to enhance the user-interaction. Well, when you are going for Multivariate testing campaign then it’s necessary to have acertain required outcome.

Step 2: Evaluate the Page Looking for Possible Problem Areas:

There are some factors that can affect your desired output. Your web page may not have sufficient content to convince the reader, the location of sign up form is not appropriate, Cart button is placed on the lower part of the web page etc. So these are some different factors that should be highlighted as influential factors.

Step 3: Create Variations for Different Elements Based on Your Hypothesis:

Several elements are considered for Multivariate testing. One should not rely on a single design and should analyze the performance of each element placed on the landing page. And it is essential to create variations of the same element based on your hypothesis.

For example, imagine you have an attractive photograph with a caption so in this case, you can try different captions with different layouts for the image. Once you have enough number of variations for all different elements placed on the landing page you are ready for Multivariate testing.

Step 4: Conduct Tests and Analyse:

A landing page should receive ahuge amount of web traffic to run this test. As when you have adequate traffic to run this MVT, you can get the results. To get the result, make a table or something from where you can compare the test and results so that you can have a clear idea about the elements of page that which one works and which one doesn’t.

Step 5: Analyse the Result of Test:

So finally you have a strong statistical report on the performance of your landing page, well now, it’s time to act. Begin the appropriate changes in content, layout, readability, images, button’s position, video location, and other usability aspects. Words like ‘Free’ and ‘Discount’ attracts more customers. There should be graphical elements on the page. So now you can improve your landing page and boost the conversions this way.

Advantages and Reasons to use Multivariate Testing:

Why should one use Multivariate Testing? What are the advantages of using it? Tackle these questions by finding the answer below:

  • You can find the most effective combination of different elements that should be placed on your landing page. Indeed, you can get better responses, impressions from visitors and conversions after implementing the suggested combinations.
  • Gets an idea about the interrelation of the different elements. You start understanding that where one element should be placed with what combination. Multivariate Testing proves to be an effective way to understand the correlation of the different elements.
  • Multivariate Testing gives you complete insights about subtle and small changes, unlike the A/B split testing. The new design can revamp the performance whereas small changes can be effectual. Get the depth insight on isolated elements.

Drawbacks of Multi-Variate Testing:

Despite the above-mentioned benefits of using Multivariate testing, it doesn’t mean that it is perfect testing. The method has its own downsides.

  1. Huge Amount of Traffic is essential to run the Multivariate test as different versions are tested. Suppose, there are ten combinations of elements on the whole web page. So in this case, the page should get thousands of visits to reach the conclusion about the layout of the landing.
  2. MVT is not suitable for newly launched landing pages. It’s good only for established landing pages.

There is no option to exclude a particular element from the MVT. If there are not so necessary elements on the web page but it will also be tested by the Multivariate testing campaign.

Final Thought on Multivariate Testing:

As we have discussed almost all the aspects of Multivariate Testing, it’s clear that this testing method is useful for many landing pages. It helps you make the right combination of elements on the landing page through the results of Multivariate Testing.

Although you can’t find the design overhauls but it makes enough sense to create an effective design for the landing page of your website. What’s the main serious drawback of this testing method is to have a huge amount of traffic?

Tools for effective MVT:

Here is a list of some tools to create effective multivariate testing process.

  • Thrive Content Builder: To create professional landing pages using inbuilt.
  • Thrive Landing Page: To add some elements, import and export ready-made pages and inserting some elements like CTAs, Videos etc.
  • GetResponse:To funnel leads from landing pages and convert them in the sales.