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multivariate testing case study’s adventures in the A/B Testing land

Posted in A/B Split Testing, Case Studies on
Visit Norway

This case study was first published by, which is one of our customers. They have shared their experience of performing A/B tests on their website. The original blog post was in Norwegian and we translated it into English and are reproducing the same below. We are constantly striving to improve, and we have generally used traditional tools for analytics as well as usability tests and surveys to assess needs of our visitors and accordingly customize the content and functionality. In January, we began using a new A/B testing tool [Visual Website Optimizer] for quickly and effectively measuring the impact of changes in text, design and functionality. Based on input from users, experts or hypotheses, when we decided to conduct a test, we set up the variations that we wanted to test against the original. Based on the results of tests, this helped us decide whether we want to…

Multivariate testing case study and tutorial on increasing conversion rate

Posted in Case Studies, Multivariate Testing on

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 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 full case study and tutorial:…