How do marketers know how to create the perfect page for a business?
This OMMA Metrics panel, moderated by Mark Simpson, founder and president of Maxymiser Inc., leads a creative group of CEOs and directors on multivariate testing – a way to create the best digital experience for your business objectives.
This panel further breaks down multivariate testing to explain how to plan, measure, and analyze tests to improve site conversion and revenue for a webpage.
Panelists
- David Brussin, Founder and CEO, Monetate, Inc.
- Eric Hansen, Founder & CEO, SiteSpect
- Dennis Mortensen, CEO, Visual Revenue
- Art Muldoon, CEO/Co-Founder, Accordant Media
- Mike Perlman, Managing Director of Online Media and Search, Compete
What is multivariate testing?
- Multivariate testing studies more elements than standard A/B testing or Champion/Challenger testing.
- It studies colors, creative, animation, calls to action, and other website components to measure user experience.
- After multivariate testing, marketers are able to determine the best way to improve a website for a business’ benefit.
Testing tips: You can’t improve what you can’t measure
Testing is not a strategy nor an end goal
- Learn from tests
- Utilize tests to inform strategic choices
- Evaluate and contrast ideas
- Look at how your testing fits alongside competitors’ behaviors
Start a test
- Form a hypothesis
- Form a learning agenda
- Test what’s worthwhile
- Be timely – Articles, the primary media product, has a lifespan of 7 hours ~ @DennisMortensen
Customer-centric testing
- Stay focused on customers, not IT / infrastructure ~ @dbrussin
- Audience audit = how site traffic indexes against certain categories or behaviors – can be revealing for media buys and audience prospecting
- Optimization requires an understanding of CRM interactions, retail catalog & products ~ @dbrussin
Which elements should be tested for multivariate testing?
- Content
- Headline
- Image
A/B vs. Multivariate Testing
- Knowing the difference between them is not the issue
- It’s knowing WHEN to use them to get the best results
Know what key performance indicators (KPIs) you seek
- Not just click-throughs but return visitation
- Testing click-through is tip of iceberg. Measuring scenario completion, what generates revenue
- CTR & conversions are only aspects of optimization
- Move toward conversion indicators/success events
- Segmentation can be driven by clicks and mentions
Testing & social media
- Helps brand form their identities
- Learn how brand is viewed, where it can be found
- Create landing pages
Why testing matters
- Similar to what gets measured gets done, what gets tested should get learned ~ Art Muldoon
- Use multivariate testing to ensure marketing efforts/assets are optimally invested.