This form of webpage testing has been around for a while now and is particularly useful for landing page optimisation.

Web users these days expect relevant content in relation to their ever changing needs. In order to facilitate this we can use A/B and MV testing. This tests various ‘controls’ on a page in order to see which combination provides the greatest conversion from user through to a lead or a customer. Using this information, online marketers can constantly evolve their pages to maximise the conversion metrics for the site.

A/B testing is the simplest; we simply compare two or more pages and see which one gives us the best results. MV testing is much more extensive and involves changing multiple elements on any given page.

As users land on the page the testing scripts change control elements to give different users different information. For A/B testing this would be which page to show. For MV testing this would be the control areas on a page which can be changed, like a video, some text, an image, the positions of the elements themselves, registration and call to action information, the list is endless.

This tool becomes even more powerful if you have an e-commerce site where previous searches by a user or previous purchases are remembered so you can also display related products and other information relevant to that particular user and their interests and site habits.

Once the user lands on the page if they convert then the software captures this and builds a report of the best conversion percentages for a given testing template. Normally it’s either a sale for an e-commerce site, a registration, an email, or a phone call.

You may ask how you can track phone calls. Well this is simple enough as cheap marketing numbers are easy to manage and come by these days, so assigning different numbers in the software itself is easy enough. You then just have to input the number of times each number has rung. The software will then feed this in to the reports and alter the results appropriately.

You will be surprised what large differences running tests like this will make to your conversion rates. I once swapped some call to action and registration information from the top left to the top right on a site I was working with. This saw a 47% increase in conversions. Having a play around with pages isn’t going to harm you, if it doesn’t improve then you can always go back to your original. But I feel the potential gains from using these testing techniques far outweigh the potential drawbacks.

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