- Header 1 – Header 2 – Header 3
- Image 1 – Image 2 – Image 3
- Copy 1 – Copy 2 – Copy 3
- Header 1 + Image 1 + Copy 1
- Header 1 + Image 2 + Copy 3
- Header 3 + Image 3 + Copy 2
- Header 2 + Image 1 + Copy 1
- Header 2 + Image 1 + Copy 1
How To Create A Multivariate Test
When creating a multivariate test, it is best not to include too many elements since every element you include more or less doubles the number of combinations you’ll have to experiment with. Not to mention that all elements aren’t created equal. For instance, if your test includes headers, call to action buttons, and footers, you may discover that footer variations make little impact on conversions. Some good steps to follow when creating a multivariate test (using a landing page example):- Use your analytics data to do an evaluation of the page and identify what is and isn’t working with it.
- Once you know which elements are hampering performance, order them based on the amount of damage they’re dealing to the page’s quality.
- Formulate a hypothesis regarding the elements you want to test. Ask questions like: If I fix these issues, what impact will it have on the page’s conversion rate? What about the page’s overall performance?
- Launch the test, and as it is going, document it. Doing this formalizes the process and makes it easier for others to provide feedback on it later.
- Once the test is complete, analyze the results. Pay attention to what did or didn’t work and conclude whether your hypothesis was correct. You can use the data generated by the test to make appropriate changes to your web-page/app, or you can use it to create follow up tests.