Multivariate Testing Can Help You Improve Your Conversions
Writing by Brick Marketing on Sunday, November 4, 2007
Multivariate testing is perhaps the most underused pay per click tool available. Considering that Google has a tool that you can use for free, this is very sad.
With multivariate testing, you can put two or three page headlines against each other and test the results. You can also test photos and sales closings. What’s more, you can test various combinations of these elements to see which ones produce the greatest results for you. Some of the reporting that you can gauge for effectiveness includes:
- How long people stay on your web page
- What are the “holes” that they exit your page through
- Do visitors convert to sales
- At what part of your page do visitors “abandon” the page
In essence, you let your page visitors do the talking. How they react to your sales page or landing page should be your determinant for any changes you want to make. But how do you know unless you track it? That’s where Google’s Website Optimizer comes in.
Website Optimizer is a free multivariate testing platform that allows webmasters like you to test their landing pages to see how visitors respond to the elements on the page. It can increase your conversions, but you have to use it.
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Category: PPC Management
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