Throughout my career in online, I often get asked questions like “How can my site improve it’s conversion? Can I increase clickthrough’s on this page? Why am I not getting the results I’m looking for? Which button style works best?” A while back I would have had to answer these queries using my disclaimer ” In my experience…’ However today this just isn’t the case, I’ve found an amazing tool and technique to help place factual knowledge into my responses.

My approach to ecommerce design and usability has become far more analytical and measured today, rather than depending on previous experience and my personal judgement to choose a direction or make a choice where a decision has to be made. I use a tool which will measure and test my ideas and designs and then report on their effectiveness.

This technology and tool kit which can now be accessed by SME’s is Multivariate testing. “Multi what?” I hear you asking. Multivariate testing or known also as MVT is a method where we split traffic across a number of variants and factorials and see which works best.

Multivariate testing enables you to test many variations simultaneously whilst also taking advantage of the fact that you ARE increasing click through and revenue in a live environment, so it’s making a change to your business and not just a simulated test in theory.

For example we could test different content page messages and images, we could change button shapes and colours and their labels or completely change a checkout design from multistep to one page. All these could have a significant impact on your conversions goals and show which variation gave an uplift.

By testing these theories through an MVT tool, we can see reports on whether an idea works without having to go through the lengthy and costly process of design and development implementation. The speed in which we can deploy the multivariate test has allowed us to be reactive and agile, a test can be implemented in as little time as 5 minutes.

Obviously, in the case of most marketing and development tools your results dramatically increase with the more effort you put into its use. If you put the effort and time into planning and using the tool you’ll see results which will surpass and exceed any expectation. We understand how placing yet another tool within the suite of marketing tools within your organisation can be a hair raising thought and very time consuming, and with this in mind we offer a full managed solution.

Maginus will implement the Multivariate tool on your website(s) and consult with your organisation to understand your goals, perceived weaknesses and how you would like to progress the online channel. Then through consultancy, the multivariate team at Maginus would create a list of potential tests suggestions which once approved get placed into the tests. Maginus then will manage the tests finishing with a report on the test results and our recommendation going forward. This ensures you have a service which continuously pushes the goals and demands conversion rate increase all the time. We pride ourselves in providing continuous uplift and growing your online business. The dramatic increase on conversion which you will see from our managed solution can provide a very fast ROI and is often enough to pay for the tool and managed solution.

If you don’t want to be left behind, and want to find out more about Multivariate testing get in touch and I would be happy to arrange a demonstration and give you some hints and tips on how to increase your conversion.

Here’s a quick video which explains MVT: