28Feb

The importance of multi-variant testing


Every eCommerce Marketing professional envisions a perfect website; one that is flawless to use, has an exceptional conversion rate and has a growing database of active clients. The reality however, is somewhat different in most industries. There is always something you could tweak just a little bit, or that looks perfectly logical when it went through testing but is not working as well as you’d desired now that it’s live. Then there are the pages that have you scratching your head in bewilderment when you look at the stats. This is why ongoing multivariate testing is a must for any forward-thinking online business.

One of the main reasons so few companies conduct testing is lack of time, lack of resource and the inability of knowing where to start. This is easily overcome and quick wins can easily be had with small and subtle changes. The positioning, size and colour of an important button has more of an impact that you can have guessed.

Ten Handy Hints to get your programme going:

1.   Identify what you are trying to achieve. Is it an increase in conversion rate or a reduction in bounces? The definition is important to measure your success

2.   Start small. Take one key page with significant visits and look at your calls to action. How can they be improved?

3.   Don’t run too many variants at a time. You’ll just end up diluting your results

4.   Remember conversion can go down as well as up. It may not be the result you were looking for, but it still adds insight to your website’s performance and future design.

5.   Devise a strategy following test results. What are your next steps? It’s great to test, but don’t forget to use your learnings. Do you need to do a follow up test? Do you need to repeat the test on a different page?

6.   Be pre-emptive as well as reactive. Upgrading your site? Why not try out those changes in a measured and analytical way before they go live?

7.   Devise a testing plan. You have an email and online marketing calendar, so why not have a testing one. Even if it’s small, strategy is key.

8.   Engage the business. We all know everyone has an opinion, put the internal debate to rest with proven results.

9.   It doesn’t have to be expensive. Google’s Optimizer tool for examples allows both small and large businesses the opportunity to test so there really is no excuse.

10. And finally, make time! A testing strategy and campaign will pay for itself. If you can’t manage it yourself, create a position for an in-house manager or consider outsourcing options.

We can help you. If you’re looking for a talented site optimisation manager or similar we have many exceptional candidates available.   Contact us to find out more.

Leaders in Marketing, eCommerce and Product Management Recruitment


Copyright 2016 All Rights Reserved

Crafted by FL1 Digital