A/B and MVT Testing

Not sure how to improve your home page? What to understand your consumers decision process in a bit more detail to improve conversions? Welcome to the world of A/B and MVT Testing which is available through the Google Website Optimizer, Google’s free website testing and optimization tool. This allows you to increase the value of your existing websites and traffic without spending a penny. Using Website Optimizer to test and optimize site content and design, you can quickly and easily increase revenue and ROI whether you’re new to marketing or an expert. Here’s an introduction to both styles.

A/B Testing
This is where you are giving the consumer choice A or B and following their decision to decide which option works the best. This works well when you have two totally different pages (A and B), so you can find out which page out-performs the other. It shows the results by graph, illustrating the performances side-by-side. It’s also important to test what works well for different traffic sources.

Multi Variant Testing (MVT)
This is a process by which more than one component of a website can be tested in a live environment. For example you may decide to test different images for the headline and different options for button text at the same time so you can pick which works the best for your final page.
This is good to use once you know which page is performing the best from A/B Testing and you want to refine it through specific amendments. We advise to check the results after 100-200 conversions per variation, not by a specific timescale. Also keep the data relatively ‘short and sweet’, otherwise if you test too many different options, the data becomes very complicated to analyse for results.

For more information, examples and codes to implement the testing, speak to your Partner Manager who can send a PDF document and talk through any queries that you may have.


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