Multivariate Testing and A/B Testing
Ashley over at E-consultancy has just posted a new article on multivariate and A/B testing, which they see as being a key testing and optimisation technique in the future. I agree and have posted a response, and I expect his post will generate a significant amount of feedback and interest from software providers and other online marketers.
In particular for e-commerce sites, from my experience these types of testing can provide clear commercial insights into what is and isn’t working on their website, and I expect to be involved in such projects quite frequently.
An article which I have come across is titled Multivariable Testing, which provides a very good insight and further links to anyone who is interested in this topic.
What thoughts or experiences do any of you have on this form of testing and optimisation? Please share your comments.
Tags: e-consultancy, insight, mutivariate testing
5:38 pm
11th June 2007
Hi Paul,
The multivariate testing area is a fast growing one at the moment and we have a blog dedicated solely to it and related areas such as behavioural targeting and segmentation testing. Please take a look when you have time at the URL above.
We’ve recently posted about our model for the integration of web analytics and multivariate testing - some guys see web analytics as the whole solution but we have developed a model for it to be used along side, and to benefit from live content testing with something like multivariate.
that article is here - http://maxymiser.blogspot.com/2007/06/benefits-of-using-web-optimisation.html
comments and feedback appreciated
Kind regards,
Alasdair
10:04 am
12th June 2007
Hi Alasdair,
Thanks for your comments. I am certainly of the opinion that using content testing in different ways alongside using web analytics provides businesses with a more complete and actionable way to improve site conversions, whether this be in sales, enquiries, registrations or other specific business goals etc.
I’ve taken a look at your site and article and its very interesting, along with your partners area which may be of interest to my specialist user centred design agency PRWD.
Regards,
Paul