A/B and Multivariate Testing
CloudBurst Consulting can assist you in establishing comprehensive tracking and analysis of the results of online marketing through A/B testing and multivariate testing. But more importantly, we can help you put those insights to work in order to improve the effectiveness and efficiency of your tactics.
Two powerful techniques we use to help you improve your marketing performance are A/B testing and multivariate testing.
A/B Testing
A/B testing, sometimes referred to as A/B split testing, is a simple method of testing elements within online marketing tactics such as email messages, online ads and your website.
With A/B testing, your target audience is divided into two groups. One group (group A) is shown the original version of the media you are testing, while the second group (group B) is shown an alternative version. The alternative version of the A/B testing site contains one element - such as the subject line of an email, a visual or copy - which is different from the original.
Using web analytics tools to decipher the A/B testing results, we compare performance to determine which version produces the best results. The "winner" becomes the new control or benchmark, against which other variations are tested using the same A/B testing principles.
Multivariate Testing
Multivariate testing takes the idea of A/B testing idea one step further. Multivariate testing analyzes many different variations of elements simultaneously. So rather than the two audience groups that are used with A/B testing, multivariate testing tracks the results of visitors to your website or viewers of your ads who are exposed to multiple variations.
Isolating the impact of each individual element with multivariate testing enables us to predict optimal combinations more quickly. The effectiveness of multivariate testing is often affected by the volume of visitors to the website. Large audiences produce statistically significant results in shorter periods of time in a multivariate testing environment.
What Can Be Tested with A/B Testing and Multivariate Testing?
Almost any element of an online marketing campaign is a good candidate for A/B testing or multivariate testing including emails, bonus gifts, coupons, guarantees, imagery, type styles, layout elements, graphic images, and of course, the call to action itself. On websites, A/B testing and multivariate testing can reveal the effectiveness of landing pages designed to work in conjunction with pay-per-click advertising, sales copy, colors, the look and feel of the site, and even the style of hyperlinks.
The feedback from A/B testing and multivariate testing can immediately be put to work in refining future campaigns, improving overall performance and your ROI.
To explore how A/B testing and multivariate testing can help improve your online marketing, please contact us at 407-557-2380.