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Importance of multivariate testing stressed
15/02/2010
George Ioannou has stressed the importance of multivariate testing for retailers looking to build a relationship with their customers
Writing in the spring issue of Retailspeak, George Ioannou has stressed the importance of multivariate testing.
He expresses his opinion that the days of trial and error should be over and that retailers should do their best to build a real relationship with their customers.
Ioannou also said that, with consumers still reluctant to part with their cash unless they are sure, every little detail can make a difference.
He added: "By using real data from real consumers, multivariate testing provides retailers with the opportunity to tailor their sites to continually meet the needs of their customers."
Most importantly, he says that through multivariate testing, retailers no longer have to rely on guesswork to see what is working with the customer as it gives them real evidence.
Last year, the Marketing Experiments blog pointed out that multivariate testing, although perhaps time-consuming, would be a good starting-point to see what areas of a website need development, and that A/B testing would be the next step.
He expresses his opinion that the days of trial and error should be over and that retailers should do their best to build a real relationship with their customers.
Ioannou also said that, with consumers still reluctant to part with their cash unless they are sure, every little detail can make a difference.
He added: "By using real data from real consumers, multivariate testing provides retailers with the opportunity to tailor their sites to continually meet the needs of their customers."
Most importantly, he says that through multivariate testing, retailers no longer have to rely on guesswork to see what is working with the customer as it gives them real evidence.
Last year, the Marketing Experiments blog pointed out that multivariate testing, although perhaps time-consuming, would be a good starting-point to see what areas of a website need development, and that A/B testing would be the next step.