So your brand is selling online and on mobile -- after all, who isn't? -- and it’s been working... but you know it could be better. Or perhaps it’s not doing so well at all, and you need to figure out where the problem lies. How do you go about doing that?
There are a few popular ways to identify the fatal flaws that drive people away after you've worked so hard to drive them in.
Some marketers go with their gut instinct or subjective preferences (“I like sites with navigation on the left, not along the top!”). Others trust their creative teams to overhaul or beautify their sites for superficial appeal (“This button should be red, not green!”). But the smart ones engage in testing to identify what’s really responsible for factors such as bounces, abandonment and one-time-only customers, in order to address those things directly.
Basically, before you redesign, optimize, personalize, enhance or otherwise improve your site, you should know what the various elements and aspects of your online presence are and how to make adjustments that will affect consumer interactions and behaviors in a positive way.
Whereas just five years ago website and mobile testing were considered a specialist tool or optional tactic, now A/B and multivariate testing (MVT) are a crucial part of every marketers’ toolbox. And here’s why you can no longer afford to ignore it.
1. It Helps You Make Better, Data-Driveny Decisions
No matter how you slice it, testing results will give you highly detailed insight into consumer behaviors, interactions, likes and dislikes. If you’re going to keep them coming, and coming back, you will need a deeper understanding of how the site variables interact to influence conversion rates.
Multivariate testing allows you to get the nitty-gritty on multiple page elements at the same time, breaking each of them down into specific components. Not to mention how they interact with each other along the path-to-purchase. Simply put, it’s like running many individual A/B tests all at once -- something the human brain just can’t do.
2. It’s Cost Effective
A/B and multivariate testing aren't just for creative and/or contextual site elements; they’re also valuable when it comes to comparing offer combinations -- purchase incentives, trial periods, multiple price points, premiums or gifts.