Improving Landing Page Conversion Rates Through Testing - Types of Tests

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There are two primary classifications of tests: the A/B Split Test and the Multivariate Test.

A/B Split Test

The A/B test lets you compare two versions of an element on the page against one another and select the one that performs best. This is the simplest form of testing and it is a great place to start.

Let's say you want to determine which call to action works better, a link or a button. You create two pages, one that has a call to action as a link and another as a button. You run the test and measure the conversion rate each page delivers.

If the call to action in the form of a link delivers a better CR, then use it rather than a button. In the next phrase, test different wording for the link - the original wording and new wording. Select one that works best and run further tests.

Keep testing until the conversion rate dips, and then simply go back to the variation that gave you the best results.

Multivariate Test

Multivariate tests are much more complex than A/B tests and require software to successfully run (further information on this below). In multivariate tests you test various page elements with different variations.

For example, you have three calls to action on a page that you want to test: one on the very top, one in the middle and one at the bottom of the copy. Let's say you want to test six variations on each call to action (colors, wording, font size, graphics, etc). This gives you 6 x 6 x 6 = 216.

The test will determine the best performing combination, but is impossible to run without software and requires a considerable amount of traffic/time.

You can run A/B tests manually, but when it comes to multivariate testing you need software. I have a detailed review of Website Optimizer coming soon, but here is a list of software programs you can use for multivariate testing.

• Google Website Optimizer

• A/B Split Test Pro

ASP Hosted Applications

• Inceptor

• Offermatica

• Optimost

• Vertster Conversion Rate Testing

• Visual Sciences

CGI Programs

• Duncan Carver's Scientific Internet Marketing Assistant

• Phil Huff's Split Test Generator 2

• SplitHit Professional Split-Run Testing Software

CGI Programs using SSIs

• Marty Foley's Scientific Web Marketing System

• Sales Page Master PRO

JavaScript Rotation Generators

• Raymond McNally's Split Test Creator

Ad Tracking Programs with a Split-Testing Feature

• Add2it Go-To Pro

• ProAnalyzer

Source: http://www.wilsonweb.com/reviews/splittesting.cfm

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