In order to make the most of your conversion optimization efforts, you are going to need to run either an A/B test or a multivariate test, but which one should you choose? There is an ongoing debate over which method obtains the better results. There are advantages and disadvantages to each method, and learning about them will enable you to make the right choice for your unique needs.
All About Multivariate Testing
There are some individuals who believe that multivariate testing and conversion optimization testing are essentially two ways of stating the same thing. From their point of view, the statistics and technology that stand behind the tests are what actually provide the value; therefore, more complex methods of multivariate testing are going to be what provides the best, and most accurate, results. In our personal opinion, multivariate testing plays an integral role in conversion optimization testing, but it should not play the leading role.
There are a number of advantages to using multivariate testing, including:
- You can simply and easily isolate the small elements of a site page and understand the effects it has upon conversion rates.
- Multivariate testing enables a user to measure the effects of interaction between various independent elements to uncover compound effects.
- It also allows one to follow a more conservative approach when it comes to improvements in incremental conversion rates.
- It facilitates fascinating statistical analysis of the effects of interaction.
On the down side, it does have a few disadvantages as well. For example, multivariate testing does require more traffic and variable combinations, in order to be effective, than A/B testing does. Moreover, a user must be aware that this form of testing does not provide for major layout changes, and the test setup restrictions can constrain marketing creativity.
All About A/B Testing
On the whole, A/B testing is not as dependent upon the reach of advanced technology. Because of this fact, many technology vendors find it less interesting. Here are a few advantages that A/B testing has to offer:
- A strategist is not restricted by which page areas to vary.
- A wider range of layouts, page consolidation, design, and value propositions can be tested more efficiently.
- Rounds of testing are usually completed more quickly than with multivariate testing.
- Many marketers find that they can achieve more significant conversion rate improvements in a shorter period of time.
- Interaction effects and individual elements can still be isolated as needed for learning purposes.
The downsides to A/B testing include the fact that testing rounds must be planned and executed with care and precision, particularly if the goal of the testing is to measure interaction effects between elements that have been isolated. Moreover, these design setups must be planned manually.
How Profitable Media Can Assist
If you are having difficulty choosing between the two options, give us a call at Profitable Media today! Through our years of experience, we have discovered that we can offer better results for our clients if we do not limit ourselves to the features of one particular testing method. We will carefully analyze your needs, as well as the goals you are looking to accomplish, and recommend a variety of different testing tools.
Our unique approach to testing for conversion optimization imbues us with the freedom to create a testing plan that will deliver the best results for your business. Give us a call today!
