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Multivariate testing case study and tutorial on increasing conversion rate

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Paras Chopra
Founder and Chairman of Wingify.

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):

various combinations for the multivariate test

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!

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