There are many factors to consider when developing a creative campaign, from the target audience to the message itself. But one of the most important considerations is how to measure the effectiveness of the campaign.
That’s where multivariate testing comes in. Through multivariate testing, also called A/B/n testing, businesses can test multiple versions of a web page, email campaign or advertising campaign to see which performs better with their audience. By testing multiple at a time, advertisers are able to get more learnings faster than with a traditional A/B test.
Multivariate testing is a technique for testing a hypothesis in which multiple variables are changed and tested at the same time. The goal of multivariate testing is to identify the optimal combination of variables that leads to the desired outcome.
Through these tests, users can test a change and measure the difference through anything that can be measured, including website conversion rates, click-through rates, and even sales. The key to successful multivariate testing is to run separate campaigns for every single variable that is modified. This allows you to isolate the effect of each variable on the outcome.
Multivariate testing can be used to test multiple hypotheses simultaneously. This is especially useful when you have multiple variants of a product or service and want to determine which one is most effective. It can also be used to test different marketing messages or strategies.
There are many benefits to using multivariate testing, including:
1. Increased conversion rates: By testing different combinations of elements on a web page, businesses can find the perfect mix that encourages visitors to take the desired action.
2. Improved customer satisfaction: By constantly testing and improving the user experience on a website, businesses can ensure that their customers are always happy with what they see.
3. Greater insights into customer behavior: Through multivariate testing, businesses can gain valuable insights into how their customers interact with their websites. This information can be used to make further improvements and tailor the user experience even more effectively.
What are the Online Ad Networks that Allow for Multivariate Testing?
Some of the most popular online ad networks that allow for multivariate testing include Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter. These ad networks all have different capabilities and features, so it’s important to select the one that best meets your needs.
Many of these networks allow a form of multivariate testing feature through dynamic testing. We’ve written an article specifically on dynamic creative testing in which we go more into each network’s offering.
Multivariate testing is an essential tool for any team running Google Ads. By running multiple versions of an ad concurrently and measuring the results, teams can determine which version performs best and make changes accordingly. Implementing multivariate testing practices can be a challenge, but by following a few simple steps, your team can start reaping the benefits of this method.
Here are Flowin we’ve developed technology that not only allows you to simplify the testing process, but it also allows you to quickly learn from your tests. Whether you’re an internal team or agency being able to communicate learnings from your test is crucial to the success of your ad testing efforts.
In conclusion, multivariate testing creative can be a very effective way to improve your website’s conversion rate. Be aware that not all visitors will respond to the same message in the same way.