A/B and multivariate testing — is there such a thing as too much testing?

A/B and multivariate testing — is there such a thing as too much testing?

Is your website doing the best possible job it can at converting visitors into customers? To answer this question, you need to run some tests. Understanding how to do A/B and multivariate testing can help you optimise your site — Because it’s really not possible to do too much testing.

What is A/B Testing? And What About Multivariate Testing?

In A/B testing, you create two versions of one page of your website, then compare the traffic and conversions that each version attracts. As you track the responses to and interactions with the two versions, you can determine which elements are working best.

You can run A/B testing (also known as split testing) with any element on your page: The size of a button. The colour of the same button. A landing page headline. The wording of a call to action.

Multivariate testing lets you test more than one element change at a time. You might create four versions of a page, each with a different colour or size chosen for the “Buy” button. Gathering data on users’ reactions lets you know which choice is more effective.

What Can You Learn From A/B and Multivariate Testing?

A/B and multivariate testing are both extremely valuable tools that provide you with different kinds of answers about your website. Use A/B testing to test more drastic changes to your site. Because analytics are more direct with A/B testing, you can get results quickly, letting you stay nimble as you make changes to draw in and convert more users.

Multivariate testing is a great choice when you’re testing the effect of small changes to a page. Since analysis is more complex, it can take more time. Because of this, many analysts prefer to start with A/B testing to make big decisions quickly, then hone and refine smaller choices with multivariate testing.

The Benefits of A/B and Multivariate Testing

The most obvious benefit of testing, whether of the A/B or multivariate variety, is that you get data you can use to keep optimising your site and pulling in new customers. By doing this, you keep your brand competitive in a world in which everyone else is running every possible test to optimise their sites.

But testing has many other less obvious benefits. When you keep running tests, you can experiment with ideas that might get stopped at the whiteboard stage. Some of those ideas may turn out to be gold mines — and you’ll know which ones are (and which ones to drop) right away.

Testing also benefits your work force because it creates a truly level playing field. When a senior exec suggests an idea, it doesn’t have to become an immutable reality automatically if you’ve established a culture of testing in your company. You simply add that idea to the list to be tested. As a result, every employee gets a motivation boost and realises that their ideas stand a chance to be recognised and to contribute to the growth of your brand — and your bottom line.


Are you ready to build your own landing pages and start improving results? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!



Your landing page – the most important thing?

Your landing page – the most important thing?

landing page

Do you have a website? And do you advertise online? Then you should use landing pages. If you’re not using this tool already, keep reading and learn what you are missing.

A landing page is a specific page where a visitor will land after clicking on a link, a banner or any other marketing device. It’s “specific” because it should be dedicated to a specific marketing campaign and be able to work on its own. It is NOT a page on your website and it’s only accessible through an exclusive call-to-action. This is because your website has broader goals than a landing page, which should have only one goal – to convert.

The uses of a landing page

There are usually two types of landing pages: Lead generation pages and click-through pages. The first are designed to generate a crucial piece of information – a potential client’s contact information. This is generally achieved by offering something in return, like ebooks, newsletters, document templates, or additional information about what you are selling. The second type should be a “gateway” page that informs a user about your product or service, preparing them for a purchase further down the line.

How a landing page can help your business

Gather leads: landing pages capture much more leads than sending visitors to your website’s homepage. By offering a tailored message for each campaign (and even for each target audience), you will see an increase in lead generation.

Drive traffic: a landing page can be a great way of attracting people into your business. Use it to inform, to promote and to instill curiosity or need. Then drive them down your marketing funnel until they convert!

Learn about your audience: with a landing page, you can collect more information than just an e-mail address or phone number. You can collect demographic information that can help with the conversion further ahead. You can also understand if previous visitors are coming back and which type of content they like, allowing to constantly improve your offer.

Increase your array of marketing resources: content is still king, so your landing pages should be used as pieces of content that can help you with your content strategy. Besides improving the SEO of your business, they can be shared in social media or as part of email campaigns.

Know your marketing: by analysing data gathered from landing pages, you can measure performance, user behaviour and conversion rates for different products or services. Can you imagine what you can do with all this information?

What to keep in mind

Form: The form is a key element on your landing page, because its completion is the ultimate goal. Is is also the hardest to achieve. No one wants to spend time inserting information, so make it as easy and practical as possible.

Headline: A captivating headline is fundamental to grab attention from the first moment. It should tell the visitors what will happen, in a clear and precise way.

Message: Much like the headline, the text should be short and sweet. Highlight the advantages of your offer and explain what the visitor will get. Include keywords that are relevant, as you would do in any other content. Keep the message on the landing page consistent with the message that brought the visitor, to support what you want to convey and to insure credibility. Otherwise, increased bounce backs and decreased conversions will ensue.

Image: Including a powerful and descriptive image will help the message and enhance the attention of your visitors.

No Navigation: the only action you want is the one that leads to conversion, be that a click on a “buy” button or filling a contact form. Removing any other options, like menus and other links, will help you to achieve that goal.

Segmentation: Be as specific as you can be with your landing pages. Create as many landing pages as you need, with multiple combinations of product, target audience, content, etc. This way you will be able to find out which ones perform better and do the necessary A/B Testing.


Are you ready to build your own landing pages and start improving results? Drop us a line if you have any doubts or if you need help.

And if you are interested in more content about digital marketing, SEO or SEM, just check our blog – we update it weekly!


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