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E-marketers advised to 'combine testing techniques'
01/02/2010
E-marketers should look to combine A/B testing with multivariate testing for best results, according to experts.
Should your website embrace split testing or multivariate testing techniques? Online businesses may wish to combine them both for best results, according to an industry website.
Internet marketing resource SEO Monk suggests that websites should bring the two methods together – noting that many experts believe this best provides a "thorough testing campaign" for e-marketers.
The website highlights that by incorporating both A/B and multivariate tests "a wide open, elegant and powerful analytics and optimisation platform" can be formed.
SEO Monk adds that such testing techniques provide e-marketers with the ability to gauge the "performance and influential ability of a web page".
Last week, industry expert Janis Lanka highlighted the impact that A/B testing had on the Vancouver 2010 Olympic website.
Ms Lanka noted the results of a split test carried out on the e-commerce website showed that conversion rates were higher when visual colour selectors for products were nearer to an item's photograph.
Internet marketing resource SEO Monk suggests that websites should bring the two methods together – noting that many experts believe this best provides a "thorough testing campaign" for e-marketers.
The website highlights that by incorporating both A/B and multivariate tests "a wide open, elegant and powerful analytics and optimisation platform" can be formed.
SEO Monk adds that such testing techniques provide e-marketers with the ability to gauge the "performance and influential ability of a web page".
Last week, industry expert Janis Lanka highlighted the impact that A/B testing had on the Vancouver 2010 Olympic website.
Ms Lanka noted the results of a split test carried out on the e-commerce website showed that conversion rates were higher when visual colour selectors for products were nearer to an item's photograph.