Magento and Multivariate Testing

Any eCommerce website needs frequent testing and optimization to improve revenue and website traffic. Multivariate Testing is one of the most vital conversion rate optimization techniques for improving the performance of your website, even though it seems a little difficult to get started with it.

Speed and performance are the main driving force of any website. You can’t compromise on that. Even a small modification in a web page can improve or lessen the overall site performance. It is difficult to estimate the impact of different changes and various webpage options. Multivariate Testing (MT) helps you to easily test several changes simultaneously irrespective of the how many alterations you want to verify. Using multivariate testing you can effectively test all parts of your website based on different combinations of designs that you would like to have, which is not in case of A/B Testing (To know more on A/B Testing : Click Here ”blog link here”) where you can only test between any two combinations A or B.

Multivariate Multivariate testing is proficient enough to check the multiple versions of attributes in a single web page. In Multivariate Testing, different iterations on a website are offered to similar number of visitors, and based on their response we can draw meaningful insight on the effectiveness of every version we have offered for testing.

There are a lot of Multivariate Testing Tools in the market which give good results on almost all website platforms. Most of them just need to have a simple JavaScript code in all pages of your website to start testing, which is quite similar to getting started with Google analytics. These tools will also help you understand what attributes of your website will enhance the performance.

Generally Multivariate testing is carried out on components including:

  • Promotion Campaign page
  • Landing pages
  • Page Layouts
  • Headings, other texts and messages
  • Shopping Cart and Check-out pages

Using Multivariate Testing one can optimize web-pages, enhance performance, reduce time taken for testing, implement new ideas and designs, and the important one, improve overall effectiveness and conversion rate.

Types of Multivariate Testing

Full Factorial Testing: Here you may use every possible combination of elements for testing. There will be a large number of possible combinations which will have to be distributed equally between the overall website traffic. Even though it offers the best possible results, it is time consuming.

Partial/ Fractional Factorial Multivariate Testing: It uses advanced statistical models and runs subset of all possible combinations but only a fraction of such combinations will be available to the website users, and based on certain assumptions and mathematical models it derives the result. It requires comparatively less traffic than full factorial testing.

Comparison between Multivariate and A/B Testing

Multivariate testing uses same mechanism as that of A/B testing, but it can compare more number of variables, and offer more information about the interaction between different variables.

A/B Testing offers less insight on why a certain version performed better than the other, whereas in multivariate testing one can get information on the impacts of each elements have on conversion rate.

The only problem with multivariate testing is that the amount of traffic needed to carry out the testing. In case you have too many elements to be tested you will need a large number of visitors. It is generally found that sites having quite high traffic face problem in completing test, which is not the case with A/B Testing.

Running a full multivariate test is time consuming as compared to well designed A/B test.

So unless and until you have high traffic, there are chances that your multivariate testing might fail.

Decide properly before choosing any type of testing what all aspects you would like to include. Remember time and traffic are both important.

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