Multivariate Testing: The Ultimate Marketing Tool for Online Businesses

With the promise of wider reach to consumers, easier access, and cost-efficient marketing, numerous small scale businesses are lured in establishing their own websites. As one peruse online product catalogues and lists of independent brands, it is not difficult to infer that the World Wide Web is dominated by fledgling entrepreneurs who are seizing the opportunities provided by the Internet.

The very fact that voluminous businesses thrive online proves that the Internet creates a friendlier avenue for struggling merchants.

Yet even the online market entails a good amount of patience, efforts, knowledge and skills. No matter how easy it is to establish a digital company, there is still a need to be well-rounded in the utilization of the right tools for marketing.

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Multivariate testing is one of these.

What is Multivariate Testing and How it Contributes to Marketing

Experienced web developers would agree that every element included in a website should be planned and carefully considered. Even the tiniest building blocks such as icons can make a difference in the navigating and browsing behaviour of the website visitors.

Multivariate testing can then be used to determine the impact of varied aspects of the web pages.

Through the tests, website designers can determine which of the web page elements can extend the users’ attention span, and convert traffic into sales. This means that multivariate testing can help the developers come up with a layout that captures the attention of the target consumers, and actually coaxes them to make a purchase.

As such, web administrators no longer need to look for a needle in a stack of hay. Guessing and trial and error no longer has a room in creating websites, as multivariate testing can help the builders determine what and what not to include in the web pages.

Perks of Multivariate Testing

The tests can show immediate and dramatic results, both on the traffic and on the level of profits made.

Multivariate Testing can be seen as one of the tools where merchants discover hidden demands of the consumers, which may not be expressed on consumer reviews and feedback. The results of the tests can be analyzed to pinpoint the kind of interface that’s attractive to the users, and the content that reinforces their itch to buy the products.

Implementing these website design demands can therefore increase the volume of traffic and number of purchases made. In time, web developers would have a clear idea on the essential elements that need to be integrated in the pages to retain the influx of profits.

Start Earning More Clicks

In essence, multivariate testing invites users’ interaction with the website. This results to higher number of clicks made on a page, reflecting the users’ browsing pattern as they jump from one web page to another. The number of clicks made therefore becomes the metric basis for a variant’s ability to increase conversion rates.

So what elements exactly affect the number of clicks made?

Experts suggest that buttons, icons, links, subheadings, titles, and their arrangements on a page greatly influence the browsing behavior of the users. Beginners who are yet to understand the process of multivariate testing can start with Google’s own Website Optimizer.

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