A/B Split testing is testing one element at a time of a web page, to see how it is converting. For example, you can test two different headlines of a sales page to see which one entices visitor’s to make a purchase, more often.
Multivariate testing is the same idea, but a little more complicated. With multivariate testing, a group of elements are tested, rather than just one. These tests are unlimited in the amount of combination of elements tested. It is a lot more in-depth form of testing.
Deciding Which Test to use
To decide which test to use you need to do some investigating. Gather a list of possible explanations why your website is converting at the rate it is.
• Perform an objective analysis of your website. Visualize it as if it is the first time you have seen it. Look at where the elements are situated, such as color schemes, headlines, and call to action.
• Review your analytics tool statistics to see where your traffic is coming from.
• Figure out what is converting, based on the information you get from your analytics tool.
Depending on what you discovered from your research, you will decide which testing measure you need to do. If it is just a situation where you’re sales page has a problem with an element, you only have to use the A/B testing. If it is complicated to discover which element, or if there is more than one, you would use multivariate testing.
Let’s say that you found out that your sales page, converts, but at a lower percentage than what you require. You have objectively analyzed your website, so you will have an idea what element may be causing the problem. For example, your call to action is too small, and hard to notice. This could be resolved by simply making your call to action more prominent.
When you have completed your testing, it is time to analyze your results. Run the test(s) for about a month, which should be long enough to decipher whether or not your change(s) has worked.
If you do not notice a difference, at first, it may because you have not tested long enough. Each website is different, with diverse goals. The more visitors you have, during the test, the easier it is to gauge. If your conversion rate was below 20% to start out with, it will take longer to notice a result, then let’s say a 40% conversion rate.
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