I am always looking for ways to verify design changes and gather measurable, actionable data on live visitors. There are many online tools available, and Website Magazine‘s Allison H. posted a great list of some testing tools.
If at first you don’t succeed, try, try, try again.
Although this inspirational motto can be applied to many aspects of life, merchants should definitely apply it when optimizing their e-commerce sites. However, keep in mind that “trying and trying again” is simply guesswork unless there is data backing up the testing – this is where multivariate tools come into play.
By using testing tools, merchants can analyze elements of an e-commerce site, such as page layout, call-to-action buttons, product pages and more. And unlike A/B testing, multivariate testing allows many different elements to be combined and tested at the same time – so that websites can be optimized to best fit consumer needs and increase conversions.
Therefore, it is time to find a method to your madness – check out these ten top multivariate testing tools:
Part of the Adobe Digital Marketing Suite and powered by Omniture, this tool allows merchants to continually make their online content and offers more relevant to their customers – which increases conversions. In fact, Reader’s Digest had a 47-percent increase in conversions after conducting and evaluating testing using this solution. Furthermore, the Test&Target interface allows merchants to design and execute tests, create audience segments and target content.
This solution allows merchants to test several elements on a page and identify the winning combination within each element. Amadesa features “Pick the Winner” technology, which ensures that underperforming combinations are quickly eliminated. Amadesa also identifies the contribution that each element makes to the overall success of a particular combination, as well as helps determine which creative elements should be used across product or article pages.
The multivariate testing tool from GlobalMaxer allows merchants to test multiple variations of page elements in a live environment so that successful page combinations can be found. Testing helps merchants find combinations that provide greater uplift in conversions, better access to certain areas of a site, as well as better dwell time. Commonly tested elements include fonts, colors, logos, body copy, images and navigation. This solution also provides cultural multivariate testing, which isolates factors that have the biggest cultural impact on Web conversions.
Google Website Optimizer
With this free website testing and optimization tool, merchants can increase the value of existing Web traffic, which leads to the question – what doesn’t Google do? The Site Optimizer helps merchants test site content and design, while monitoring which combinations lead to the highest conversion rates. By taking advantage of this tool, merchants can increase ROI, visitor satisfaction and eliminate guesswork.
Merchants can optimize customer experiences through A/B and multivariate testing from Maxymiser’s MaxTEST. Instead of “gut feelings” and guessing games, website optimization is based on data that is derived from online traffic feedback. With this customer feedback, merchants can increase their revenue and ROI through higher conversion rates, provide an enhanced site experience and decrease risks associated with design changes.
Monetate automatically creates a control group for every campaign so that merchants can view the impact that a campaign has on key metrics such as conversion, average order value, cart abandonment and more. Merchants can gather data and run advanced tests through A/B and multivariate testing. Furthermore, the platform offers targeting options for making better connections with customers, which equals better conversion rates, more returning customers and higher average order values.
With OfferMaxima, merchants can test and optimize different website designs, email or direct marketing campaigns and printed ads. OfferMaxima’s technology can be used to target specific marketing offers, products and content to different segments of visitors. Benefits include reduced likelihood of false positives, validation results by audience and decisions that can be based on reliable samples.
Sitecore’s solution allows merchants to create A/B and multivariate tests from the in-line editing interface. Testing can include page components or entire site items. By optimizing everything from content on the homepage to call-to-action button appearance, merchants can increase conversion quantity and quality. Furthermore, Sitecore provides continuous feedback on site performance and customer engagement through Web-based reports.
Test many changes simultaneously and evaluate the impact of combinations on conversion goals with multivariate testing from SiteSpect. This solution allows merchants to set up and test within minutes, as well as quickly determine the impact from each variation. Additionally, merchants can evaluate results during and after each test campaign.
This solution provides merchants with fast results from Vertster’s multivariate testing algorithm. Merchants can stop guessing about site design because Vertster allows them to measure the effectiveness of thousands of page design possibilities simultaneously. Furthermore, the site testing is SEO safe and enables merchants to conduct anything from simple A/B testing to powerful Taguchi testing.
Webtrends Optimize combines testing and targeting platforms with optimization expertise. The solution’s recommended approach starts with general testing against all traffic, which is followed by testing optimal content against key segments (returning vs. new visitor, time of day, geo-targeting etc). After determining the optimals by segment, content can be used to target, which allows merchants to personalize content based on insights.