Optimizing Your Website with Multivariate Testing
Today’s window to grab visitor attention is shorter than ever. Your goal is to make the mission of the site abundantly clear from the start so the user sticks around. If not, you risk losing the audience to another site that catches their attention in a much shorter time frame.
How can you be certain your achieving optimum results from your website? A tool called multivariate testing will show you how visitors are responding the design and tone of your website.
With simple multivariate testing, a website can attain a high conversion rate for: newsletter signups, sales, feed subscriptions, downloads, and many other things. More importantly, it helps keep visitors engaged on a site, enhancing their experience, lowering bounce rate, and helping with website stats and analytics.
To see the effects multivariate testing can have on the overall success of your website, you only need to look as far as signup forms. The presentation of your signup form can either help or hinder your conversions.
To get the most from your multivariate testing of a signup or payment form, it’s advisable to make sure that your tests cover differences in a number of key components. Here are some tips worth considering.
- Graphic buttons
- Your company name and contact information, including phone numbers
- Clear, brief explanations of key terms and conditions
- Progress indicators
- Content area links that take the user/customer to other pages
- Client-side or server-side validation that empties fields that have been properly populated
- Anything that indicates your user/customer will be contacted via phone or email
Converting to more Sales
If you want to make more sales, remember to relay the products value and represent it so that customers don’t have to search and click to figure out if they want to make the purchase. Oftentimes, websites try much too hard to sell something when customers are simply looking for an easier way to buy.
Tone of the Page: Does the tone of the page resonate with the viewer? Does it connect with them on an emotional level to inspire them to take action? This is a simple matter of knowing your target audience and catering your message and design to them.
Product Details Page: Oftentimes, the product detail page has the most influence on the product purchase decision. The customer is interested in judging if your product is worth the price you put on it.
Consider the placement of the header, product benefit, feature copy, call to action, product price, and testimonials on the detail page for a multivariate test. The combination of these elements and clear product presentation will result in more sales.
Feed subscriptions are another area to watch and pertain mostly to blogs. How do you make sure casual visitors turn into subscribers? In addition to an eye-catching design, consider the following:
Follow Option: Make the follow option stand out above the fold. You want to make it simple and easy for readers to subscribe by having them at the top of the page.
If you hide or obscure these options you’re not likely to get the conversions. One method is to have the subscription link displayed prominently in the sidebar and another under posts on single post pages.
Contact Info: Allow readers to contact you. Aside from comments, having ways to form a ‘reader loyalty’ increases the likelihood that readers will share the blog with their friends. You could include a contact form, twitter details, or other social networking profiles.
Summary and Conclusion
Multivariate testing is a great strategy for making sure your website is working the hardest it can. Perhaps the best part of multivariate testing is having the answers on what works so you can implement this knowledge going forward. This article showed you how things as simple as layout have an effect on newsletter signups, sales, and feed subscriptions to name a few. Marketers can gain incredible insights into customer preferences and user behavior through simple tests like these.