Website owners that use methods like search engine optimization already know driving more traffic to their pages is important. What is just as important is persuading visitors to become customers. A website has to focus on sales volume because it makes the site profitable. The objective is to minimize expenses and increase income.
The good news for website owners and online marketing professionals is that there is an option that can increase sales without spending any additional money. In other words, this option can boost profits without adding expenses. Using A/B and multivariate testing can improve the website in terms of how it appears and feels to visitors. This will increase a crucial metric known as the conversion rate, which measures how many visitors become customers. Raising the conversion rate will boost total sales, which will add to the bottom line of the site.
What Is A/B And Multivariate Testing?
Before website owners can run a test, they have to understand the difference between A/B and multivariate testing. A/B testing is extremely simple. The test consists of dividing traffic into two equal streams and showing each one two versions of the same page and discovering which version yields the highest conversion rate.
A/B testing, also known as split testing, is the easiest test to set up and run. Multivariate testing is more complicated. Unlike split testing, multivariate testing involves dividing a web page into sections. The test then takes all the elements in that section and recombines them into multiple versions. Each version of every section is shown to an equal number of visitors. The number of versions can range from a handful to a few hundred. Multivariate testing takes more time and requires more technical effort and a huge number of visitors to complete successfully. You can learn more about this technique by reading Maxymiser’s multivariate testing guide or checking out the tutorials over at Google’s Website Optimizer.
How Google Website Optimizer Works
To use A/B and multivariate testing, it is only necessary to turn to a free tool available online: Google Website Optimizer. This nifty website allows users to set up and run different tests on their sites. Google Website Optimizer will guide users through creating and running tests. All it takes is setting up a test, pasting the tracking code to the relevant pages and starting the test. After the test finishes, the website will reveal the results to the user. The results will be extremely detailed.
Before website owners can run a test, they have to understand the difference between A/B and multivariate testing. A/B testing is extremely simple. The test consists of dividing traffic into two equal streams and showing each one two versions of the same page and discovering which version yields the highest conversion rate.
A/B testing, also known as split testing, is the easiest test to set up and run. Multivariate testing is more complicated. Unlike split testing, multivariate testing involves dividing a web page into sections. The test then takes all the elements in that section and recombines them into multiple versions. Each version of every section is shown to an equal number of visitors. The number of versions can range from a handful to a few hundred. Multivariate testing takes more time and requires more technical effort and a huge number of visitors to complete successfully. You can learn more about this technique by reading Maxymiser’s multivariate testing guide or checking out the tutorials over at Google’s Website Optimizer.
How Google Website Optimizer Works
To use A/B and multivariate testing, it is only necessary to turn to a free tool available online: Google Website Optimizer. This nifty website allows users to set up and run different tests on their sites. Google Website Optimizer will guide users through creating and running tests. All it takes is setting up a test, pasting the tracking code to the relevant pages and starting the test. After the test finishes, the website will reveal the results to the user. The results will be extremely detailed.
In terms of return on investment, Google Website Optimizer is a no brainer. A free, easy to use interface that can dramatically improve conversions is a boon to any website owner. Google Website Optimizer gives users plenty of features, such as the ability to limit showing alternate page versions to a select percentage of visitors. This is not usually recommended because the more visitors a page has, the more reliable the results. Website owners need to adopt a simple mantra: When in doubt, test.
Testing a website using Google Website Optimizer puts to rest hypothetical debates about which variable would raise the conversion rate. The hard data gathered from what amounts to field experiments on the Internet gives website owners something real to work with. The customer is always right, whether online or offline, and Google Website Optimizer helps website owners find out what their customers want.
Tips-
Of critical important is re-testing on a regular basis. The Internet is constantly shifting, and tastes or trends can quickly diverge to become completely different. Re-testing will keep the website owner appraised of any changes that need to be made to keep the website competitive and current. Being pushed out of the market by low conversion rates is a nightmare for any online business.
An alternative is to copy competitors’ techniques and test them according to the website owner’s own methods. This can reveal unexpected benefits. Google Website Optimizer opens new doors and gives a website a much larger return on investment.
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