Our Process : Multivariate Testing
Multivariate tests are an important part of Impression’s CRO (conversion rate optimisation) service. Along with our other tools and techniques, these tests help us to analyse how users are interacting with your site and make changes that will ultimately lead to more sales for your business.
1. IDENTIFYING OPPORTUNITIES FOR IMPROVEMENT
Using insights and from analytics tools we can see how users are currently engaging with your key pages, including how long they’re spending on each page and which pages they visit next. This data lets us find parts of the site that can be improved.
2. CREATING DIFFERENT VERSIONS OF THE PAGE
Based on our analysis of your site, we will create different versions of key elements such as headings, images and call to action buttons. Each combination of elements becomes a new version of the page for the purposes of testing.
3. CARRYING OUT THE TEST
In a standard multivariate test, the target page’s visitors are divided into the same number of equal segments as there are pages, with each segment being shown a different version. The test continues until we have a statistically significant level of engagement data.
4. IMPLEMENTING THE CHANGES
At the end of the test period, we will have a page with the highest conversion rate. This page can either be implemented permanently, or we can use the insights gained as to which elements were most effective to plan further tests.