Multivariate (MVT) Testing
Key Benefits / Features
- Easily isolate many small page elements and understand their individual effects on conversion rate.
- Follow a more conservative path of incremental conversion rate improvement.
- Facilitate interesting statistical analysis of interaction effects.
How Multivariate (MVT) Testing Works
Multivariate testing works by dividing up specific areas on your test page and identifying your images, headlines and copy as separate page elements. For every page element you wish to test a new variation is created. Once setup multivariate testing allows you to discover which page combinations are the most effective at getting visitors to take your desired action.
Simple Landing pages with a single call to action such as 'Add to Cart' have around a 70-90% bounce rate. Have you fine tuned your shopping cart process?
Summary of Multivariate (MVT) Testing
Multivariate (MVT) testing allows you to fine tune your conversion rate process. The main benefit over A/B/n Split Testing is it allows you to isolate testing elements on a single page such as individual images, headlines, and forms to see which elements help increase visitor conversion rates.
In order to ensure you get the most from Multivariate (MVT) testing you will need a high volume of visitor traffic compared to A/B/n testing. The reason for this is the more test elements you experiment with the more visitor number you will need to complete a valid result.
If you are an ecommerce store the best use of MVT testing is to ensure you test elements on a single conversion path or funnel such as a step required when completing a purchase.
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