Many website owners, while always attempting to get more traffic and make more money, overlook a process which could help them increase conversions with the traffic they already have. What is this magic technique you ask? The answer is A/B and Multivariate split testing. The use of split testing can result in high conversion rates and thus higher profits without any cost to the website owner. While the name may sound technical, both A/B testing and Multivariate testing are really quite simple, but can also be quite effective.
A/B split testing involves, in its most basic form, creating two versions of a web page with one difference. This difference could be a different wording, a different image, a different color. It really could be anything that could affect the page’s conversion rate. Then traffic is evenly split between the two pages. The data is then examined to see which page performed better. Most pages could be changed for the better in some way and this method of testing offers an objective answer to the performance of a new page feature.
A/B split testing is a single variable test. There is only one difference between the pages. Because A/B split testing only changes one thing about the page, A/B testing is usually used to determine the better of two different content variations. Content, of course, has the biggest impact on conversion rates.
Multivariate testing is a little more complicated only because as the name suggests it is a multi variable test. Multivariate testing is, to put it simply, multiple A/B tests going on at the same time. It would take quite a while to do a simple A/B test on every element of a page to find the most effective page. This is where multivariate testing comes into play. Multivariate testing can display almost limitless combinations of pages. You can test a different color buy it now button, a couple different banner images, and a different title all at the same time. The only limiting factor with multivariate testing is making sure there are enough visitors to get accurate data. Without sufficient traffic, results will not be accurate.
A/B and multivariate testing can lead to hundreds more conversions a year, which puts more money in your pocket. Simple testing allows you to make more money with the traffic you already have and get a leg up on your competition. Getting traffic is the hardest part of succeeding online. Once you have traffic to your website make sure you are using it to its full potential.
All this A/B and multivariate testing may sound difficult if you don’t have the necessary coding skills. Luckily, there are a couple sites that offer webmasters a free way to do both A/B and Multivariate testing. Google Website Optimizer and Visual Website Optimizer are both great sites to use to get testing your site right now. Split testing is a free way to make more money with the website and traffic you already have. Isn’t it worth 5 minutes of your time to at least try it out? Who knows maybe an orange “Buy It Now!” button could make you several extra hundred dollars a year.
