Multivariate Testing: How to Use It to Optimize Your Marketing and Skyrocket Your Conversions
Without a doubt, when it comes to marketing your business online, the best thing to do would be to first focus on the foundation of your marketing campaign, your primary website or storefront. It is with your website that you’ll be growing a meaningful campaign. After all, even if you have a great marketing strategy online, it will not result in the conversions you want if your website isn’t fully optimized.
Fortunately, optimizing a website does not necessarily have to be a frustrating process. After all, one of the core tenets of such a tactic is to accomplish as much as you can without distracting online users with so many features. Effectively, it’s the opposite of a print marketing campaign, which serves to overwhelm with loud marketing. Web optimization is quite a bit more subtle, allowing for various tactics to be used.
For example, there is technical search engine optimization or SEO , which gets the job done by making significant improvements to the website’s infrastructure in an attempt to get the attention of the search engine algorithm. Another exciting method is the use of multivariate testing to help optimize a marketing campaign and boost the overall conversion rate.
- Fully understanding multivariate testing
Most business owners already understand A/B testing (or split testing) and its benefits in understanding what online users want. It involves creating two separate versions of a webpage to see which one outperforms the other, which means the benefits are as straightforward as can be.
That said, one of the disadvantages of A/B testing is how it can take a lot of time to get things going. Testing between A and B can be effective, but you have to be prepared to focus entirely on A and B for an extensive period. What such a scenario means is if you already have plans to test other factors of your website, it can take some time before you arrive to the ideal setup for your website
Multivariate testing is A/B testing elevated into multiple tests instead of only A and B. However, instead of only having A/B/C/D, multivariate testing also tries to determine which scenarios work in tandem with the other.
- Multiple variables achieving the ideal scenario
Understanding multivariate testing means knowing to choose not just between A/B/C/D but which combinations work with each other and how best to deliver the ideal scenario. It’s all about optimizing the digital marketing front and finding out which combinations yield the best results.
However, multiple variables reaching the ideal scenario can take a lot of work. When it comes to A/B testing, it’s evident that the most challenging aspect of the test is time. Having enough time to test different variables one after the other means sacrificing other aspects of the marketing process.
In the case of multivariate testing, it goes through multiple combinations at once, which means time is no longer an issue. That said, what it does require is the necessary traffic to come up with viable results. Otherwise, you can test as much as you want, but it will not have effective answers due to the lack of general traffic.
- A means of generating traffic to help with multivariate testing
Considering the potential drawback for those that want to make full use of multivariate testing, especially for companies that have yet to break into their industry of choice, it’s vital to learn about general web optimization to set the stage. A few universal tips for web optimization includes:
- Keeping things simple. One of the most important rules for web optimization involves making sure that your website is as simple as it can possibly be. Many company owners feel the need to add as many features as they can to a website, but that only makes business websites feel clunky and slow. There’s no need to distract online users once they’ve entered the website. It’s up to you to close the deal and convert them to customers.
- Keeping things professional. There are few things more frustrating to online users than a barrage of marketing and ads when they enter a business website. After all, the loud part of marketing ensures that online users click on the link. Once they’re on the website, keeping things classy and professional can ensure that things go smoothly.
- Accomplishing more with less. There’s no need to bombard online users with walls of texts about the goals and services of your business. If you want to generate traffic while simultaneously converting online users to paying customers, it’s vital to provide an easy route to the checkout page.
- Prioritizing page loading speed. The loading speed of your website ties into the success of your company. Most people don’t have the time to deal with long loading times, even a website that takes ten seconds to load is already too long for them. If you want to ensure that online users take your website seriously, keep page loading speed to a minimum. Thankfully, the tips above a geared toward faster load times.
There are many more aspects of web optimization out there that have an effect on the success of a marketing campaign. Multivariate testing takes care of the rest, provided you develop a strong foundation with the above tips. Once you generate enough traffic that it becomes possible to go for multivariate testing without any issues, it becomes the ideal solution for web optimization.
- Why A/B testing might not be a good idea compared to multivariate testing
As stated above, time is the biggest enemy of A/B testing. While it provides more accurate results for websites that don’t experience too much web traffic, there are ways you can generate traffic for your website without necessarily relying on A/B testing. That leaves multivariate testing as the more advanced option to choose without wasting any time in the process.
A/B testing might not be a good idea compared to multivariate testing because it’s a less effective option overall. There are other ways to try to make the most out of the situation at the beginning, which means you’d benefit more by getting the help of a web design company to help get the job done. Keeping a minimalist mindset also ensures your website functions well enough that multivariate testing can be effective.
- The importance of an optimized website
It might seem a bit strange to focus so much on keeping the website optimized, but there are plenty of valid reasons why. For example, when you tackle digital marketing, it’s about getting the attention of your target audience. However, that’s only the first part of the marketing process. Once they’ve made it on the website, the next challenge is to ensure that they stay long enough to give your products a try. One old-fashioned method would be using blogs and articles as web content. It can help encourage your online demographic and be quite easy to write for local SEO. There’s little chance to get conversions without an optimized website, which means the traffic won’t matter.
If you want an easy tip to ensure that your marketing strategy is successful, it’s recommended to prioritize mobile users. That way, you hit a broad demographic, allowing you to make the most out of your opportunities and giving you a chance to focus on multivariate testing. All it takes is a bit of effort in the right place to achieve success.
