Multivariate Testing – Best Practices

The key elements of multivariate testing include various ways to examine and scrutinize sophisticated multivariate packages in order to to precisely identify the exact elements that drive the highest Return On Investment among the various segments of the market.

Multivariate Testing – Best Practices

Analyzing The Tests

Testing cannot resolve every issue of a marketing program in a short duration or sometimes even in longer periods. This is because some technical aspects and the conclusion of one test may be different or much complex than another. This requires isolating the individual aspects, factors and changes that are made at each step and then analyzing them. This will help in differentiating and judging which aspect is delivering a better outcome.

Giving Emphasis To Sample Size

The sample size is definitely significant to make any assumptions in multivariate testing. Usually, the sample size is not considered by the marketers while judging the result and the test is brought to a halt after getting the winner.

Which is not a good practice. For instance, the initial crowd that shares a page is most commonly our closed ones and that may lead to 50 percent of them sharing it or liking it but when considered on a larger scale, it is definitely not necessary that it will get the same share rate of 50 percent. Thus, before judging and making an assumption it is necessary to let a higher sample size get involved in the process.

Precisely Defining The Aim of Optimization

The standard of your optimization and your desired goal is a contributing factor while designing the strategy and technique chosen. A particular offer can lead to a higher and better reaction, whereas some other can result in raising superior opportunities for generating cross sales. Illustrating exactly what you desire to achieve through the multivariate testing and the outputs expected can help in improved optimization.

Saving And Observing The Specifications

It needs to be ensured that sufficient data is collected to explain more than just the visible superficial metrics. For example, the conversion rates of two pages may be compared and it could be concluded that one page shows a higher conversion rate than the other.

It may happen that the less detailed page without any graphics produces a higher rate than a longer and graphically attributed page. In such a case, if one has detailed data, it may be discovered that the less detailed page generated better output on mobile devices while the graphically attributed detailed page served the desktop devices better. This can help generating two different marketing campaigns for both the individual platforms and better results could be achieved.

Knowing Your Audience

A test must include and target the correct audience for the page being tested. This can be achieved by using such traffic sources or audience that are similar to the target audience.
Creating a campaign before running the test and driving traffic for some time can help establishing a foundation.

Testing the Flow of The Response Channel

Studying the response outcomes can significantly help in optimization. While testing, instead of the overall result, bifurcated results at each individual step should be tested. In other words, the complete flow of the response channel can help generate higher traffic and better response.

Analyzing what components are delivering the highest response such as the color, images, external links, layout as well as the bifurcation of pages involving user response can help in making use of similar strategies that are producing a superior response.

Running The Test For an Adequate Duration

In order to achieve a precise and more authentic average depending on the campaign targets and industry-specific judging patterns, a test needs to be run for a sufficient duration. The industry of each campaign may differ as well as its target and that generates its own elements such as the sales cycles, buying criteria of customers, seasons of maximum response and a number of other elements. This requires an adequate duration to come to a concluded average.

Laying The Test

A testing plan can help in an improved justification and prioritising the test. The test layout should bring into consideration several factors such as giving an insight to the requester, the element being tested, the purpose of the test, measuring the test success, the expectations from the test and the risk assessments of the test. It is also significant to cover the required resources in the layout.

Defining the Success

The meaning of success differs for different marketers. The ultimate goal of multivariate testing is definitely to achieve higher response, financial profit, higher crowd and sharing rates. But, it is not always necessary to call a test successful if one of these factors comes out to be positive.

Sometimes, if the factor that is not working or is hampering the growth is judged, the test is definitely a success even after being failed in the response outcomes. Such a test can assist in finding the mistakes and the negative factors that have been leading to a low response or less financial gains.

Trying Variety Audience For the Test

Sometimes, running the test on a few different types of audience can help in a positive way. The tests that reveals the highest response will help in the process of judging the elements and changes generating the most fruitful response, that is the target audience. A particular element or a change in the page may result in increased conversion rates for all kinds of users but knowing that the same element resulted in an alarmingly high conversion rate among the target audience holds higher significance for sure.

Having An Extremely Efficient Testing Department

This is definitely the key factor in achieving accurate and useful test results as well as making the necessary changes in order to keep improving the outcomes. A testing department must be able to make improvised content and generate campaigns on the basis of test results and analysis. Apart from that, it is their responsibility to accurately deliver the results to the marketer and help them get a better understanding of the tests.

After giving an insight to all these practices and the contributions they can make for a better and higher generation of user response, it can be concluded that smart Multivariate Testing practices are definitely very significant when it comes to efficient testing.


Jessica is the Lead Author & Editor of UsabilityLab Blog. Jessica writes for the UsabilityLab blog to create a source for news and discussion about some of the issues, challenges, news, and ideas relating to usability.