Why The “Recipe” Multivariate Test Approach is Flawed

chef with recipe with red x overlayOK, settle down. I’m not saying that Multivariate testing is “flawed.” It’s a perfectly useful way to test. However, I recommend against looking for the right “recipe” before you know what your audience is hungry for!

By “recipe,” I’m referring to the popular approach to multivariate testing where a page is first broken into its discrete components (e.g. navigation, call to action, image, headline, etc.). Then, testers create different versions of all the components identified. Finally, all the variations are thrown into a multivariate experiment that runs until the best combination of variations of page components is accidentally found.

To illustrate, I’ll tell you a true story that a client told me. Continue reading

Conversion-Friendly Website Redesigns Need these 7 Factors

numeral sevenThose who’ve worked with me know that I’m not a fan of website redesign projects. I much prefer testing and incremental change.

Why? Because I’ve been involved in website redesign projects that were catastrophes, and many of my clients have admitted that they engaged my expertise in conversion rate optimization because they redesigned and their new site converted worse than their old one!

But, once in a while, a redesign is the right course of action. Maybe it’s part of a re-branding effort, maybe it’s simply a “political” requirement, or maybe the current site will require so much work to optimize that it’s not cost-efficient.

If you find yourself heading down the path of a redesign project, there are factors that your team can focus on to ensure that the redesigned site does more than just look nice in browsers on devices. It needs to perform as part of your marketing system and help your company achieve business goals! Building these 7 factors into your project will set you up for success. Continue reading

Cross-post: 1-hour Marketing Optimization Discussion with Fluidshopping

Hello, world. The bad news is that I haven’t been posting as much lately. The good news is that I’ve been busy consulting, which means I’m learning, which means I’ll have more to share on this blog 🙂

Recently, I had a fantastic discussion with Jose at Fluidshopping, a Berlin-based startup looking at testing technology for eCommerce. Particularly, their focus is on building tools to enable the testing of business rules in addition to the usual UI elements.

We covered a lot of ground: testing tools and technology, marketing “system” optimization, KPIs, and 7 specific tips on how to move your online marketing state from “just testing” to “marketing system optimization.”

Jose noted some time stamps, so you can skip around if you don’t have an hour to devote. But, I recommend you open it in a browser tab and let it play–it’s wall-to-wall content, baby!

Listen to the interview now »