What is A/B or Split Testing?
A/B testing pits one design against another and uses statistical analysis to determine the winner. Testing in this manner can help resolve differences of opinion arising from personal preference. Significant conversion improvements can be achieved through testing alternative elements like copy text, layouts, images and colours, or even merging / splitting pages or removing form fields.
What is Multivariate Testing?
Multivariate testing (MVT) tests the effectiveness of numerous combinations of different elements on a page. By looking at the results from different tests, it is possible to identify those elements that consistently produce the greatest increase in conversions. MVT works particularly well with high traffic volume e-commerce websites where product inventory can be shown in different ways.
Key benefits of A/B & Multivariate Testing with USIO
- Remove guesswork in design decisions
- Work an existing digital product’s performance harder
- Experiment on numerous variations with low risk
- All studies planned, executed and debriefed by experienced research analysts
- Target different content and message and different user behaviours or referral paths
- Apply learning gained to strengthen the product’s design features to aid conversion, retention, customer engagement and ROI
- No need to disturb your over-worked Dev team
Make the most impact: A/B & MVT as business as usual
It’s sometimes suggested that A/B testing stands for “Always Be Testing. If you’re not testing something then you’re wasting time. Therefore a testing programme is most effective when run as a business as usual (BAU) programme with monthly and quarterly reporting.
A typical project within a BAU programme lasts between from 5-15 working days from kick-off to report. Some tests can be launched the same day. Learning builds on learning and increases performance.
What should I test?
Good candidates for A/B and multivariate tests are typically medium to high volume owned (website, app) and paid media – online direct response and display media (banner ads, sign-up forms, emails) as even marginal improvements to attrition rates can represent significant additional conversions.
We’ve used a few testing suites over the years. If you haven’t already started testing we’ll look at which solution is best for you. If you have already started, we’ll be more than happy to work with your preferred solution.
What our clients are saying
Need a hand with your A/B & Multivariate Testing?
If you would like to arrange a series of A/B or multivariate tests, let us take the hard work out of it for you. We have experience with a variety of online testing suites and are here to help you make the best decisions.