Multiple Variant Testing

Multiple Variant Testing

Optimizely studied & reported on the factors that defined the world’s best testing companies. 

The 4 biggest factors were:

  1. Testing the things that drive the most revenue
  2. Testing every change
  3. Testing to solve real problems
  4. Testing multiple variants simultaneously

According to Optimizely, just 14% of A/B tests significantly improve conversion rates. On the other hand, tests with 4 variants improve conversion rates 27% of the time.

So, if you test 4 variants, you are 90% more likely to improve your conversion rate than if you just ran an A/B test. However, 65% of CRO tests are A/B tests!

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A/B Testing vs Multiple Variant Testing: And the Winner Is...?

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As great as multivariate testing is, if you don’t have enough traffic, a test could take months or years to complete.

In fact, in true multivariate testing—where you test to see how a large number of subtle changes interact to generate your conversion rate—you want at least 100,000 unique visitors per month.

On the other hand, you need far less traffic to simultaneously test multiple page variants.

If the time frame makes sense for your business, go for it!

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Things like differences in your competitors' marketing strategies, political change, or a variety of other variables can make it difficult to directly compare the results of A/B tests.

As a result, sometimes it can be hard to know if a particular A/B testing variant succeeded (or failed) because of factors outside of your control or even knowledge. The more tests you run, the murkier your results may become.

However, with a multivariate test, you are testing all of your variants under the same conditions. That makes it easy to compare results & draw valid, reliable conclusions from your tests.

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A/B Testing

Over the years, conversion rate optimization (CRO) seems to have become synonymous with A/B testing in the minds of many marketers.

A/B testing is a form of conversion rate optimization. You have a page and you want it to perform better, so you change something and see if it improves your results.

But, A/B testing isn’t the only way to do CRO.

If you’ve got enough traffic, multivariate testing can allow you to produce meaningful results much more quickly.

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With multivariate testing, you can try out several ideas at the same time. That means you can simultaneously test multiple hypotheses. This will allow you to optimize your page or site much more quickly than you could with a long series of A/B tests.

Plus, running a multivariate test will greatly improve the odds that a single test will deliver at least one positive result, allowing you to start getting more from your website sooner.

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A/B Testing: Definition & How it Works

A/B testing is used to find the best marketing strategies. It is be used to test everything from website copy to sales emails. This allows you to find the best-performing version of your campaign before spending your entire budget on one that don’t work. 

While A/B testing is time-consuming, its advantages are enough to offset the time investment. Proper A/B tests make a huge difference in the effectiveness of your campaign. Narrowing down & combining the most effective elements of a campaign creates a higher return on investment, lower risk of failure, & a stronger marketing plan.

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A Beginner's Guide To A/B Testing: An Introduction

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How Do You Know If You Have a Losing or Inconclusive A/B Test?

An inconclusive test might mean the numbers are less than a percent off, or neither variation got any traffic at all. When your tests don’t have enough data or if the numbers are too close, they are considered inconclusive or statistically insignificant.

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How to Get Useful Data From Losing and Inconclusive A/B Tests

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15 Essential Blog Writing Tips

Define Your Reader Personas

This will help you tailor your content to meet their needs & build trust.

  • Demographics (age/gender, level of income, location, family status, level of education)
  • Professional status (job title, level, industry)
  • Psychographics (professional/personal goals, beliefs ,& values)
  • Pain points and challenges
  • Interests
  • Influences and information sources (preferred blogs, social networks, websites, influencers, events)
  • Buying habits (their role in the purchase decision-making process, potential lifetime cycle, what can stop them from making a purchase)

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The Top 15 Blog Writing Tips for 2021 [+ Free Checklist]

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