{"id":4766,"date":"2022-02-15T01:05:29","date_gmt":"2022-02-15T01:05:29","guid":{"rendered":"https:\/\/shanebarker.com\/?p=4766"},"modified":"2023-06-06T11:58:43","modified_gmt":"2023-06-06T11:58:43","slug":"insights-multivariate-testing-conversion-rate","status":"publish","type":"post","link":"https:\/\/shanebarker.com\/blog\/insights-multivariate-testing-conversion-rate\/","title":{"rendered":"Multivariate Testing: What it is and How to Use it to Increase Conversions (Updated 2025)"},"content":{"rendered":"

Every website in cyberspace is trying to achieve something. It could be sales, lead generation<\/a>, followers, subscriptions, or anything else.<\/p>\n

All the efforts made in creating the website, designing it, and writing good relevant content leads to this ultimate goal.<\/p>\n

Then, what impedes a website\u2019s ability to get its desired results?<\/strong><\/p>\n

Usually, it\u2019s a problem with keeping visitors glued long enough to take action. In this article, we\u2019ll see how multivariate testing can help drive conversions.<\/p>\n

Human beings are visually oriented creatures who require stimulating content. What fails to keep our attention will be ignored. We\u2019ll simply move on to the next visually appealing website.<\/p>\n

In fact, an old article written by BBC<\/a> in 2002 revealed that the average attention span of Internet users was nine seconds. It\u2019s likely even shorter now thanks to the plentiful options given to today\u2019s online traffic.<\/p>\n

What is visually appealing content<\/a> to one person may be a turn-off for another. As a webmaster, it\u2019s virtually impossible to single-handedly determine which visuals work best and which fail miserably for all visitors.<\/p>\n

The best move is to go with the majority and choose the visual that\u2019s liked most by incoming traffic.<\/p>\n

But, how do you gauge that?<\/strong><\/p>\n

Well, that\u2019s precisely where multivariate testing comes in as the answer to your predicament.<\/p>\n

What is Multivariate Testing?<\/h2>\n

Your website is made up of several elements<\/a>, including images, text, buttons, and videos. These are different variations that can be presented in multiple ways.<\/p>\n

There can be countless different combinations in which these multiple variables can be visually presented.<\/p>\n

Multivariate testing is an exercise used to determine the most effective combination of these different variations of design elements on the same page for meeting a website\u2019s goals.<\/p>\n

If your website has an element A that can be varied X number of times and combined with element B for Y number of times, you would test all possible variations of these elements.<\/p>\n

In other words, the variations of A (X) multiplied by variations of B (Y) equals the total number of possible combinations.<\/p>\n

Are you confused yet?<\/strong><\/p>\n

 <\/p>\n

Let\u2019s Break This Down with an Example<\/h3>\n

Imagine you\u2019re picking the image and text for your site\u2019s call-to-action button. You zero down it down to four combinations:<\/p>\n\n\n\n\n\n\n\n
<\/td>\nText Variations<\/strong><\/td>\nImage Variations<\/strong><\/td>\n<\/tr>\n
Variation 1<\/strong><\/td>\nBuy Now<\/td>\nImage A<\/td>\n<\/tr>\n
Variation 2<\/strong><\/td>\nClick to Buy<\/td>\nImage B<\/td>\n<\/tr>\n
Variation 3<\/strong><\/td>\nBuy Now<\/td>\nImage B<\/td>\n<\/tr>\n
Variation 4<\/strong><\/td>\nClick to Buy<\/td>\nImage A<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

You\u2019ll see here that there are just two images and two text versions. Next, you\u2019d test all combinations of these two elements.<\/p>\n

With a multivariate test, you\u2019ll expose part of your incoming Internet traffic to each of these and check out the best conversion rates. The combination that brings in the highest conversions will be your top choice.<\/p>\n

Multivariate Testing vs. A\/B Testing<\/strong><\/h2>\n

A\/B testing<\/a>, also called split testing, is all about creating two distinct web pages that hold the same purpose.<\/p>\n

The designs and text in each a\/b test are different from each other though. It\u2019s a testing method used to determine which website design garners the most attention and conversions.<\/p>\n

All you have to do is expose both a\/b tests to a certain amount of incoming traffic and gauge the ratio of conversion. You obviously go with the a\/b test design elements that reap the best sales or leads during your a\/b testing.<\/p>\n

A\/B Testing is Simple<\/h3>\n

A\/b testing is simple, especially when compared to multivariate testing, during which you\u2019re trying out several multivariate test combinations. A\/B testing doesn\u2019t demand a huge amount of traffic, so the A\/B test results are quicker too.<\/p>\n

\"ab<\/p>\n

On the other hand, multivariate testing takes considerably longer since you\u2019ll need to wait for a meaningful amount of web traffic<\/a> to test every multivariate test combination.<\/p>\n

There\u2019s a distinct advantage with multivariate tests, however. It gives you better insights into which elements of your website are of statistical significance and actually driving traffic.<\/p>\n

In a way, multivariate tests help you understand consumer behavior like none other. You\u2019ll be able to pinpoint specific elements that work wonderfully in your niche.<\/p>\n

If you\u2019re wondering whether it\u2019s better to conduct multivariate testing or A\/B testing, there\u2019s no specific answer. Both A\/b tests and multivariate tests should be included in your web design arsenal.<\/p>\n

Although they are slightly different in their complexities, both a multivariate test and an A\/B test can help you maximize the efficacy of your page design.<\/p>\n

Tools for Multivariate Testing<\/h2>\n

Since it\u2019s a lengthy testing procedure, it\u2019s recommended that you take advantage of tools that can help you break down each element during a multivariate test. This should help reduce some of the testing time.<\/p>\n

I\u2019ve researched a number of online testing tools for multivariate testing and selected my top picks based on:<\/p>\n