multi-variate testing - Internet Marketing News and Blogs

Traffic acquisition is a tough game, especially in current times. However, it’s a little easier if you know that you can drive more conversions from the same traffic than your competition can.

This can be achieved by cutting on-site waste.

Testing the content on your website is one of the most significant opportunities to drive more conversions.

Landing pages, product pages and pages in the funnel that don’t convert well can be improved for profit.

In an online retail market expected to double in size to £78 billion by 2010* the potential rewards for e-commerce businesses are huge. Equally, so is the pressure to stay ahead of their competition. 

The desire for online businesses to become bigger and better inevitably affects their approach to redesign. There’s a huge temptation to introduce the latest whiz bang functionality and super cool design which will appeal to a whole new generation of customers.

Here, we speak to Lovefilm's digital and usability product manager Craig Sullivan about the work the DVD rental company has been doing in multi-variate testing (MVT).

Craig is a bit of an evangelist on MVT - a hot topic right now - and has some great insights into when and how best to use it, the differences with A/B testing and how to intepret results. 

Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.

Whether you are a new entrant to e-tail or an old hand with large sales volumes, the right content optimisation strategy is vital in order to effectively leverage multivariate testing tools within your organisation.

Online marketers have long been focused on acquisition and traffic metrics. The key to staying ahead lies in the deployment of more sophisticated tools and techniques to boost income from landed traffic.

With two US competitors to our multivariate testing solution being acquired, the shape of this market has changed considerably.

Organisations from outside our space are taking a keen interest in optimisation and seeing us as a complementary value added solution.

Best practice was a great safety net for marketers when campaigns cost tens of thousands of pounds to execute due to physical print, production and distribution costs.

If sales plummeted, the marketer in question could point to a text book or previous campaign performance and the directors would settle back down again.