A/B and multivariate testing are staring to get their due. This whitepaper from ZeroDash1 is a good state of the union for the MVT market. I thought this graphic of which page types people test was illustrative:
Most of the traction in multivariate testing is on landing pages, with the rest evenly split between home pages, conversion/purchase pages and product pages.
I’m not terribly surprised because:
- People who are testing are more likely to have landing pages, which are generally more advanced than a small webmaster has. Plus, those people are more likely driving acquisition channels to these pages, where conversion makes a big difference in profitability.
- Testing, like analytics, is best used first where you can follow the money. Campaign landing pages are often the leakiest part of the bucket.
69% of people think testing is worth it and 22% can’t live without it, which is pretty compelling data. Of course, you need to translate the value into dollars and cents to your boss…
There’s a good graph in there with ideas of things to test, so download the whitepaper.
