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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:…

How reliable are your split test results?

Posted in A/B Split Testing on
Visual Website Optimizer Reports

With split testing, there is always a fear at back of the mind that the results you observe are not real. This fear becomes especially prominent when you see an underdog variation beating your favorite variation by a huge margin. You may start justifying that the results may be due to chance or you have too less data. So, how do you really make sure that the test results are reliable and can be trusted? Reliability here means that running the test for more duration isn’t going to change the results; whatever results you have now are for real (and not by chance). So, how do you determine reliability of your A/B test? Hint: you don’t. You let your tool do the work for you. Visual Website Optimizer employs a statistical technique where your conversion events are treated as binomial variables. Above a certain sample size (10-15 visitors), binomial variables…