Multivariate testing (MVT)

Hellishly complicated to implement and manage. Amazing results.

Multivariate Testing (MVT), or multivariable testing, is a way of simultaneously testing a number of different components which may influence task completion (like words, pictures, colours) on your live website.

It’s often more effective, and quicker, than traditional A/B testing. MVT is a very useful tool when targeted on points in a sales process where you know customers are having difficulty, or need to be persuaded to commit to purchase.

There are a number of vendors offering MVT and we’ve worked with many of them. If you are new to MVT we can make a recommendation about which solution would be most appropriate for you.

First of all we can help you prioritise where to test as well as what variables to test by studying your web analytics and conducting user research. Our first recommendation is often some structural changes to your sales journey to fix confusing or complicated parts of your existing process (MVT on a fundamentally poor user journey is like rearranging deckchairs on the Titanic). Once these are in place, we can propose a test plan which will tune the journey for optimum performance.

You can take as little or as much help from us as you need. Some clients use our insight and experience to give their existing MVT activity a shot in the arm. Others hire us to initiate and execute their whole MVT effort. Multivariate testing is often a component in Sales Process Optimisation programmes.

If you would like to find out more, please get in touch.