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Report recommends multivariate testing to improve conversion
17/02/2010
Ektron has laid out the reasons why multivariate testing can help businesses, comparing it to A/B testing.
A new report has recommended the use of multivariate testing to ascertain the value of components on a website and improve conversion rates.
Published by Ekton, a web solutions company, the white paper is titled "Fail Faster with Multivariate Testing - Why 'Continuous Improvement is Better than Delayed Perfection.'"
It lays out the reasons why the testing method should be used if businesses and websites want to improve their conversion rate.
As opposed to A/B testing, which compares two versions of a website, multivariate testing works by running a number of versions of the website, each with a different components changed, allowing the developer to pinpoint where improvements have been made.
The white paper also points out that multivariate testing breeds a habit of continuous improvement, and Ektron says that the results are "undeniable".
As we saw yesterday, A/B testing also has its benefits, with an electronics website recently using it to show a 12 per cent increase in conversion after implementing changes related to payment security guarantees.
Published by Ekton, a web solutions company, the white paper is titled "Fail Faster with Multivariate Testing - Why 'Continuous Improvement is Better than Delayed Perfection.'"
It lays out the reasons why the testing method should be used if businesses and websites want to improve their conversion rate.
As opposed to A/B testing, which compares two versions of a website, multivariate testing works by running a number of versions of the website, each with a different components changed, allowing the developer to pinpoint where improvements have been made.
The white paper also points out that multivariate testing breeds a habit of continuous improvement, and Ektron says that the results are "undeniable".
As we saw yesterday, A/B testing also has its benefits, with an electronics website recently using it to show a 12 per cent increase in conversion after implementing changes related to payment security guarantees.