What is Multivariate Testing & How to Use it On Your Landing Pages
There are several instances when Landing Pages come quite handy! Suppose you have a particular service or product in a competitive industry. And, you may be running a marketing campaign to increase the conversions and sales of product. In such situations, it makes sense to have a few landing pages — despite the fact that you might have an official website or blog for the product.
Obviously, when compared to a fully-fledged website, Landing Pages have a lot of advantages too. For instance, you can easily analyze the traffic and other elements to evaluate your growth, implement your designs with the help of WYSIWYG Editors out there and dedicate pages for a single product.
However, regardless the industry that you are in, it is necessary to make sure that you have an effective Landing Page for the product. And, that’s where Multivariate Testing makes its entry to the stage. As you can guess, it’s a newly-used way of testing your landing pages and confirming whether they can do well with the campaigns. That having said, this one is quite different from the other forms of Testing like A/B Testing.
In this article, we will talk about Multivariate Testing, its advantages, disadvantages and whether you should use it for your next Landing Page campaign.
A Necessary Note on Landing Pages:
Just as we have discussed, Landing Pages are the new ways of reaching customers without much technicalities and stuff. In a few minutes, you can create your own landing page for your product or service, thanks to the user-friendly editors in the Landing Page builders. Also, there are many different solutions you can use for creating landing pages.
In the old days, there were landing pages that consisted of a few lines of text only. Now, however, we can include almost everything on those pages — starting from basic images to dynamic forms. For the best viewing experience, conversion rates and sales, these different elements need to be organized in a clever manner. For instance, what’s the point of placing the customer contact form in an unnoticed area of your page?
So, we are saying, the location of Landing Page elements is an important factor, for sure. And, that’s the same reason why we say that Multivariate Testing has got enough importance in the current scenario of Landing Pages marketing. Now, we will move on to the actual concept of Multivariate Testing, comparisons and verdict.
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What is Multivariate Testing & How it Works?
The Short Answer
Multivariate Testing is a testing technique that is used for the marketing of Landing Pages and Email Newsletters. Different combinations of Landing Page elements are created and used over a particular span of time. The results are then analyzed to understand the best layout for your Landing Page. For instance, if there are three elements in your landing page, it will test more than 8 combinations.
The Long Answer
Let’s imagine the layout of your Landing page. You got the following elements in the page
- Header Text
- A Photograph
- Short Description
- Social Media Icons
- A Sign-up Box
These elements would be arranged in a particular manner too. However, chances are high that an alternate arrangement will have a huge impact on reach and conversion of the landing page. For example, if you use the same photograph on 2 different locations, the customer-feedback also will be different. Multivariate Testing works by keeping this principle in mind.
In a Multivariate Testing campaign, there will be a number of versions for a single landing page. In the version 1, you will have two elements on top. But, in the version 2, the same elements may be placed in the lower portion. Such different versions are shown to different customers during a Multivariate Testing campaign. For example, Clint and Clark will see different versions of same page. Due to this change in layout, there will be difference in user response as well.
Once the Multivariate Testing campaign has received enough traffic and tested these different versions, analysis aspect is to be started. To analyze, we will have different versions and different responses from users. While recording responses, a bunch of stuff are considered. For instance, it will record how much time a user spent on the landing page, where users click and other aspects of visitor data.
All this information is then processed to find out the most appropriate design for your Landing Page. In short, you can get an idea about where you should paste an element to get best output from landing pages. For example, you may come to a conclusion that the sign-up box should be placed somewhere else so that people will have a tendency to click on them. So, this is how the working process and analysis of Multivariate Testing are. Through the creation of different versions of same page, Multivariate Testing helps you get deep insights about user psychology, effective optimization and a few other stuff.
Note: Multivariate Testing is quite different from A/B Split Testing and you should not get confused. In A/B Split Testing, 2 entirely different landing pages are used for testing purposes. If we consider 10 visitors, 5 visitors will see 1st version and 5 visitors will see the 2nd version. This method is useful when you have two entirely different designs for your landing page and want to find the best among the duo. And, there is no combinations or version-based testing when it comes to A/B Split Testing.
Here is a video to explain it better.
How to Use Multivariate Testing to Improve Conversions
So, we have discussed how Multivariate Testing works in your landing page optimization. It is indeed a worthwhile as well as truly effective way to increase conversions from your Landing Page. That having said, you may not know all the steps required for using Multivariate Testing. Now, we shall have a look on the steps you should follow to run and analyze one Multivariate testing campaign in your Landing Page. Here, we are talking about landing pages only, but the algorithm can be used for other purposes like web pages and websites.
Before you begin, you should select the landing page you are going to analyze. To make things simpler, we can use a usual template. Suppose you have a landing page dedicated for a particular event — may be a giveaway or product launch. And, you have noticed that the conversions from the landing page aren’t so satisfying. So, you have decided to use Multivariate Testing for optimizing the performance. Now, we are into the five different steps to be carried out.
Step #1 — Know the Desired Output
First of all, you should know the desired output of the landing page. In our example, the desired action is to make people participate in the giveaway or purchase the particular product. However, you may also have minor desired actions like an enhanced user-interaction and decrease the bounce rate. When you are about to do a Multivariate Testing campaign, it’s necessary to be sure about the required outcome. So, from the list of major and minor desired actions, you need to select the best option. Once you have decided the goal of Multivariate Testing, you can move forward.
Step #2 — Spot the Influential Factors
Depending on the product/service/content you have, there are different factors that affect the desired output. Your page may not have enough content to convince the reader, which is a serious problem. Similarly, the location of a sign-up box can also be a serious issue. So, before you move on, you should have some hypothesis about influential factors in landing page. To find out this information, you can rely on different sources. For instance, you can count on Web Analytics data as well as Usability Testing results. Actually speaking, the factors should be finalized only after the answers from different tests.
Step #3 — Create Variations for Different Elements
As we have mentioned in the working process of Multivariate Testing, several elements are considered for testing. Instead of relying on a single design overhaul, you can analyze the performance of individual elements — via combinations. So, it is necessary to create different variations of the same elements. For instance, suppose you have an attractive image and a caption. You can use different captions and layouts in the different page variations. Make sure that each combination is different from others in list. Once you have a sufficient number of landing page variations with you, you are ready to rock with Multivariate Testing.
Step #4 — Conduct Tests & Analyze
Once you know the desired output, influential factors and have enough variations, you can go and conduct a Multivariate Test. We have already told you how Multivariate Testing works by showing randomly-selected variations of landing pages. We also mentioned that your landing page should receive an extremely huge amount of traffic to run this test. Once you have received enough traffic to run a Multivariate Testing, you can have the results as well. Now, it’s time to analyze the Multivariate Testing results to know more. You can set up a table or something to know more about the tests and results. In short, you will have a clear idea about the elements that work and the ones that don’t.
Step #5 — Learn from the Results
Now that you have a strong statistical note on performance of your landing page, it’s time to act. You should make those appropriate changes to layout, content and usability aspects. For instance, you may come to know that the word ‘Free’ is effective in attracting more customers. At the same time, you may understand the importance of using graphical elements in a page. Regardless what you learn from the results, make sure that you improve your efforts to deal with the issues.
So, this is the five-step plan to accomplish a Multivariate Test with your landing page. Obviously, you need to make those necessary changes, depending on the niche and intention of the page. But, do you know the advantages and disadvantages of Multivariate Testing?
Major Reasons to use Multivariate Testing:
So, now you have a clear idea about Multivariate Testing. And, it is important that you should know the major advantages of using Multivariate Testing. Alternatively, there are some reasons why you should use Multivariate Testing for a landing page campaign.
- Through the clever use of Multivariate Testing, you can have huge impact on the reach of your landing page and the level of conversions. As we said, you will be able to find the most effective combination of elements after you have performed a Multivariate Testing campaign. It’s a fact that, by using the suggested combination, you will get better responses, conversions and impressions from your visitor-base.
- You can have an idea about the interrelation of the different Landing Page elements. It is possible to understand how well these elements are working when combined. For instance, if you had replaced an element to a different place, it will have a noticeable impact on the viewership of your page. So, Multivariate Testing is an effective way to understand the correlation of different landing page elements.
- Unlike the A/B Split Testing, Multivariate Testing gives you insights about small, subtle changes. Just like an entirely new design can revamp the performance, small changes also can be effectual. For instance, it may be after one Multivariate Testing that you can understand the importance of Social Media buttons on the landing page. In the same way, you can get in-depth insights on isolated elements.
- On top of all these, you get great ‘BIG DATA’ for analysis purposes. This information is quite useful when you want to study the relation between the Landing Page layout and user responses. It’s psychology, after all, you know! The entire modus operandi of Multivariate Testing is factorial. It means that you can really count on the results of a campaign. There are no hypothetical elements involved in them.
Disadvantages/downsides of Multi Variate Testing
The above-mentioned advantages do not mean that Multivariate Testing is the perfect testing algorithm you’d get. Indeed, the method has its own disadvantages too.
- Since different versions are tested, you need an extremely huge amount of traffic to carry out a Multivariate Testing. Suppose, there are 15 combinations of elements in the whole landing page. In that case, it’s necessary to have thousands of visits before you can reach a meaningful conclusion about the layout.
- During a Multivariate Testing campaign, you cannot know about the major design overhauls required. Even when there are some major effective changes, you won’t be notified. To do that, you will have to run a separate A/B Split Testing
- Multivariate Testing isn’t suitable for the landing pages that have just been launched. The first reason is the higher requirement of traffic and reach. It’s available for only those established landing pages.
- You don’t have an option to exclude a particular element from the Multivariate Testing. Suppose there are some not-so-necessary elements in your landing page. These elements will also be tested by the campaign.
The Final Verdict on Multivariate Testing
So, we have discussed the different aspects of Multivariate Testing and the practical scenario. It’s also clear that the testing method is useful for finding the subtle changes required in your Landing Pages design. Of course, you cannot find the big changes or design overhauls required. Despite all these, Multivariate Testing makes enough sense when the requirement is to have an effective design for your landing page.
The only serious downside we found is the higher requirement of daily traffic. Without enough traffic, a Multivariate Testing campaign cannot give you meaningful results. In short, it’s effective for Landing Pages with high traffic. Otherwise, you should be satisfied with the A/B Split Testing options.
Tools to use for effective multivariate testing:
I recommend and use the following tools to create an effective multivariate testing process for my landing pages:
- Thrive landing pages: to create easy and professional landing pages in minutes using their in-built templates.
- Thrive Content Builder: to add elements, import/export ready-made landing pages and insert elements like videos, CTAs etc.
- GetResponse: To funnel leads from landing pages and automate them in the sales funnel via autoresponders and marketing automation. (Read complete GetResponse Review here for more information).
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