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For best results vary your landing pages to suit the terms, but with Multivariate testing you can customise so much more... Multivariant testing is a relatively new term on the block. Multivariant testing is a process of creating varied landing pages so that you can test which one produces more sales by changing the position of assets, colours and text on the page. Logically, landing pages that suit search terms will convert more. Weboptimiser has been recommending changes to landing pages for years, and it is as essential now as it always was and is beneficial for both SEO and PPC. All of these are simple to grasp concepts, the technologies endorse them and the years have passed and some companies, including Weboptimiser have the experience. When choosing the design of a page, a marketer can only follow intuition to decide the design that most appeals. But will the same design appeal to users too? You can never know for sure. This is why multi variant testing is so important. A website page sometimes has dozens of elements and their placement and design can be changed in so many ways. Who is to decide which combination looks better? The users, of course. Multi variant testing allows you to choose the combination that is most likely to attract users, based on their preferences. It works both in SEO and in pay per click. If you cannot decide between Banner A and Banner B with Message A and Message B, you can use combinations for a certain period of time to establish which one performs better. The system will direct a quarter of your target group to Banner A plus Message A, another quarter to Banner A plus Message B, and so on. At the end of the testing period you will probably be able to tell which combination was the best in attracting users, and use it exclusively. In SEO, you can use multi variant testing to decide on the design of elements and their placement in a page. You can combine Font A with Text box A and Color A or Font A with Text box A and Color B, and so on, until you make all the possible combinations. This way you can test different landing pages to see which one of them produces more sales. As opposed to single-variant testing, which involves changing one site element and measuring its impact on conversion rate or sales, in multi-variant testing you’re not testing one element against another, you are testing multiple elements within a page to obtain the optimal combination to make your conversion rate higher. |