A/B Split and Multivariate Testing: Statistics/Evidence Based Optimization {4}

by Ruben S
For the past few weeks we have been talking about pay-per-clicks, conversion rates, and other topics on what we need our sites to do. How do we go about accomplishing our goals of increased conversion rate optimization, or having more people visiting out sites? Well, we could go about this in two ways, 1st we could just go willy nilly changing items on our site and hoping that this would accomplish out task. Although some people might get some lucky guesses, this is no way to systematically what our changes actually accomplish. The 2nd method we could use is statistical or evidence based changes. Companies no longer guess at what changes should be kept or scrapped, now companies rely on statistical evidence to make and keep changes on their sites. There are several methods that a company can use to test their changes, but the two I will cover today, which happen to be the most common, are A/B (Split) Testing and Multivariate Testing. With this type of testing, we can implement different changes to out site and let our customers use the site in their natural state. Customers actually using our site will give us feedback to what changes work and what changes do not work. Each one has its advantages and disadvantages, but both are far better than not doing any controlled testing at all. read more...