#22 - Start A/B or Multivariate Testing

This is my series of 30 brief interactive marketing tips. I’m posting each business day at 8:30 a.m. EST. Catch them all by subscribing to my blog or bookmarking the site. All of the posts will be tagged “30 interactive marketing tips” and listed on this page.

#22 - Start A/B or Multivariate Testing

All of the creative genius or market research in the world can’t predict the way your customers and prospects will react to your site in the moment. At the same time, looking at web analytics data will only tell you how things happened in the past and it can be difficult to distinguish exactly what influenced results when multiple variables are in play.

Instead of trying to guess, test. Pick factors on your site to test and create variations of those factors (e.g. headlines, images). Use any of the a/b and multivariate testing tools on the market to facilitate the process. For a list of testing vendors, check out my page on free a/b and multivariate testing resources.

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