Using Multivariate Testing to Improve Key Conversion Rates on Your Site.

October 23rd, 2010 by Rebecca McDonald

Thinking about testing new pages on your site?  Wondering if you should do an A/B test or go with a multivariate testing strategy? Scared off by the word”multivariate”?  If so, don’t be afraid… just read on…

Multivariate testing is a quick and fairly painless way to improve key conversion rates on your site.  It’s a great way to take traditional A/B testing to the next step.  Rather than simply testing two different page creatives, you can easily test various content options on a page to find the best possible combination of elements.  For example, you can test multiple headlines, images, offers and calls-to-action without creating hundreds of different pages.

These results could yield a real winner!

Now for the difficult part… which tool to use… Marketers with big budgets may want to opt for the expensive tools, but it’s important to know what you are paying for. Click here for a great comparison of solutions available.

Rebecca McDonald is Ionic Media’s Director of Marketing Operations. You can email her at


Tags: A/B Testing, conversion rates, conversions, key conversions, multivariate, multivariate testing, websites

About Rebecca McDonald

Rebecca McDonald is Director of Marketing Operations at Ionic Media. She is responsible for day-to-day management of the marketing teams (Paid Search, SEO and Social Media, and Digital Media). She also continues her client account management role for clients, including project management, client and internal communication, and campaign strategy. Rebecca has worked extensively with clients in the education, hospitality, technical and retail service sectors. Prior to joining Ionic Media, she was in marketing for Ryland Homes, managing all email marketing, website analytics and website design projects. Previously, Rebecca worked in online marketing for Teleflora, running their email marketing campaigns. Rebecca has a BA from Scripps College.