Split-Testing – Multivariate Testing of Content
Posted on October 22, 2010 - Filed Under Miscellaneous | Leave a Comment
Split testing is a testing technique used on web pages to determine the segments or parts of it that are being helpful to the website and which parts are not. This can simply be done by changing a heading or a title and monitor the kind of response each heading elicits. Split testing is therefore done to ensure that only the relevant and helpful parts of a website are maintained on the page. This can be rated based on conversation rates and what draws more attention and traffic to the site. Split testing can also be used to learn the type of internet users that visit a site and what their priorities are and therefore customize a website to suit the needs of readers. This technique can also be used to evaluate parts of a website that are not adding value to a website and therefore remove them or amend them to suit what most internet users are looking for.
The testing tool is designed to give website users an insight into the internet user’s views and therefore try to make their website friendlier hence generate more traffic. Split testing has also been used to ensure that website designers and owners do not make false assumptions about web content but rather get views from internet users who know what they are looking for. In order to get the most accurate and reliable information, the test needs to be done on a constant basis over a short period. A single test only gives one viewpoint while many tests give a more comprehensive and complete analysis of the website and content.
Multivariate testing involves testing parts of a website in a live setting. Multivariate indicates that more that one page is being tested at the same time. Such tests are done to establish which document or web page has better content than others. Multivariate testing enables tests to be done on many different documents at the same time and come up with one that can be classified as the best in terms of content. In multivariate testing settings, the biggest drawback is the amount of time it takes to actually get live feedback from visitors based on the many documents being tested. This testing technique is mainly used to determine which document or web page brings out desired results, which in most cases in converting content into sales leads.
Several techniques have been applied to ensure that multivariate testing gives the intended results. They include using different text formats, layouts and including pictures in web pages or documents. Marketers have realized that there is a trend based on the types of techniques applied and have gradually modified testing techniques to ensure that the best and most accurate results are gathered. This is mainly based on the testing techniques that result in more sales or leads.
Split testing and multivariate testing can be viewed as a way of interacting with internet users and giving them a chance to rate websites and web pages to better suit their needs. This not only gives website owners a chance to increase their rankings but also gives internet users a chance to create the web page that they want.