Multivariate testing case study and tutorial on increasing conversion rate
I just published a guest post on Smashing Magazine titled Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates.
Essentially, there are five steps to increasing conversion rate:
- Identify a challenge
- Define your test hypothesis
- Decide whether to do A/B testing or multivariate testing
- Run the test and analyze results
- Derive lessons from it
If these steps sound complicated to you, I recommend you to read the above mentioned extensive tutorial, which has numerous examples.
My article explains multivariate testing by means of a case study where I tested following variations on a software download page (notice color and text changes):
Can you guess which variation produced maximum downloads? Well, the end result of this test was that #10 combination (in the screenshot above, one with ‘Download for Free’ in red) had 60% improvement in conversion rate. That’s the power of multivariate testing.
Read the other case studies on Multivariate Testing!