Website Optimization Marketing Experiments: Multivariate (Taguchi) testing

1. Website Optimization Marketing Experiments: Multivariate (Taguchi) testing

2. Are you sure that your landing page is doing its best? Your visitors may help you to find it out! And you don’t need to guess what they would like Let them choose the most appealing design themselves!

3. Several important sections may be identified on a landing page: Header Main picture Teaser / Announcement / Copy Testimonials Call to action … Multivariate testing: the idea

4. Header Picture Teaser Call to action

5. Multivariate testing: the idea • Content of every section has a certain impact on the overall performance of the page • Designers and marketing team may produce several variations of the content for every section • But which variation of the content is the most attractive for the page visitors? • And content of which sections is really relevant for them?

6. Or maybe they would work best together? Or the main picture like this? What if we change the header like this?

7. Multivariate testing: the idea • People perceive every section in the context of other elements. • Therefore, simple combination of the best content for every single section doesn’t guarantee yet the best results for the page as a whole • Which combination of the variations from every section would make the web page perform the best? • Multivariate testing tools answer all these questions

8. Multivariate testing: how it works Taguchi testing model is used: • the tool creates all possible combinations (for ex., if we have 3 sections with 2 variation every section, the total number of combinations is 2*2*2=8) • uniformly allocates incoming traffic for all combinations • collects the statistics of how many visitors proceeded with every given combination (that is, made a desired action on the page)

9. Multivariate testing: how it works

10. Multivariate testing: implementation remarks • A multivariate marketing experiment: • requires incoming traffic of any nature: paid, natural …(the heavier it is the faster the results will come) • requires inserting javascript of the page’s source code. • does not require any major changes in the page. • does not affect functionality of the page. • guarantees that every single user will see the same combination of contents (the appearance of the page will not change for him after every page reload)

11. Multivariate testing: conclusions • It’s powerful and convenient approach which • allows to conduct a comprehensive usability and conformity analysis • collects very valuable marketing info about your visitors behavior • identifies the winning combination using regression analysis • helps to improve significantly the conversion rate • And does it all without any bother for your visitors (in fact, they don’t even realize their participation in the experiment)

12. AdhocMedia.net AdhocMedia offers professional design and set up of marketing experiments for your online business. Please contact us for any questions or requests at info@adhocmedia.net