Introduction

Multivariate testing, also known as MVT, is a method used by companies and organizations to test multiple variations of a web page or app simultaneously. This allows companies to identify the most effective combination of elements, such as headlines, images, and calls-to-action, to drive conversions and engagement.

At EKOH Marketing, we understand the importance of multivariate testing and have extensive experience in implementing successful MVT for our clients. In this article, we will discuss the benefits of MVT, the steps involved in setting up a test, and best practices for interpreting and acting on the results.

Benefits of Multivariate Testing

Multivariate testing offers several benefits for companies looking to optimize their online presence and drive conversions. Some of the key benefits include:

• Testing multiple elements simultaneously: MVT allows companies to test multiple elements of a web page or app at the same time, rather than testing each element individually. This saves time and resources and provides a more comprehensive understanding of how different elements interact with each other.
• Identifying the most effective combination of elements: By testing different combinations of elements, companies can identify the combination that performs the best and use that information to improve their web pages and apps.
• Gaining a deeper understanding of customer behaviour: MVT allows companies to gain valuable insights into how users interact with different elements of their products, which can inform future design and development decisions.

Setting up a Multivariate Test

Setting up a multivariate test can seem daunting, but it is a relatively simple process that can be broken down into several steps.

1. Define the goal of the test: Before beginning a test, it is important to have a clear understanding of what you are trying to achieve. This could be increasing click-through rates on a button, improving the number of form submissions, or anything else that is important to your business.
2. Identify the elements to test: Once you have defined the goal of the test, you can identify the elements on the web page or app that you want to test. This could be the placement of a call-to-action button, the colour of a button, or the language used on a page.
3. Create the variations: Using the elements identified in step 2, create variations of the web page or app that will be tested.
4. Set up the test: Using a tool such as Google Optimize or VWO, set up the test and specify which variations will be shown to which users.
5. Monitor and analyze the results: Once the test is live, monitor the results and analyze the data to determine which combination of elements performed the best.

Best Practices for Interpreting and Acting on Results

• Be patient: Multivariate testing is a process and it may take several tests to identify the most effective combination of elements. Don’t make changes based on small sample sizes or short testing periods.
• Look at the data holistically: When analyzing the results of a test, it’s important to consider all of the data and not just one metric. For example, if one combination of elements increases click-through rates but decreases conversions, it may not be the best option.
• Take into account external factors: The results of a test can be affected by external factors such as seasonality or current events. Be sure to take these into account when interpreting the results.
• Make changes based on the data: Once you have identified the most effective combination of elements, make the appropriate changes to your web page or app.

Conclusion

Multivariate testing is a powerful tool for companies looking to optimize their online presence and drive conversions. By testing multiple elements simultaneously, companies can identify the most effective combination of elements to improve their web pages and apps. At EKOH Marketing we specialize in multivariate testing and have the expertise and experience to help you achieve your goals. Whether you’re looking to increase conversions, improve user engagement, or gain a deeper understanding of customer behaviour, our team of experts will work with you to set up, monitor and analyze your MVT test and provide actionable insights. Contact us today to learn more about how we can help you with your multivariate testing needs.