You’ve probably heard that split testing elements of your website can improve your conversion rates. And that’s true. But there are many kinds of split testing out there. And there are many ways to set up split tests on your website.
There are many differences among the split testing software options on the market today. Let me give you a brief taxonomy of the subject matter.
One big distinction is between single variable and multiple variable (multivariate) testing.
Single variable split testing is very simple. You just try stuff and measure the results. And all you need is a tool that rotates and keeps score.
There are a few simple split testing tools available. Some are free and some cost money. Google offers a free tool, though you do have to have an Adwords, and an Analytics account to use it.
With multivariate testing, you can test many factors at the same time on your page. So, instead of just testing your headline, you can test your headline, your offer, the P.S. statement, and your lead image all at the same time. And with multivariate testing, if it’s set up right, you can use the same amount of traffic testing many variables that you would use to test a single variable.
There are further distinctions among multivariate split testing tools. There are hosted solutions, and solutions you install on your server. Typically a split testing program can run a little more quickly if it’s on the same server as your webpage. Installed programs tend to be less expensive, too. You also will have complete control of your data. On the other hand, with a hosted solution, you don’t have to do an installation.
Google Website Optimizer is a hosted plan. But it requires you to have an Adwords account and an analytics account. There is also a reporting delay. Other hosted plans include SiteSpect, and Offermatica. The Split Test Accelerator an MuVar are installed solutions.
The next distinction probably causes the most confusion among people looking into split testing for the first time. It’s also more important than the last distinction, becuase it determines how fast and accurate your tests can be. The three kinds of testers are 1) random independent rotators, 2) Taguchi testers, and 3) full-factorial testers. Taguchi ranks first for speed and second for accuracy. Basically Taguchi testing involves using a marvel of mathematics known as “orthogonal arrays”. These have special properties that allow you to test every combination in a space while running only a small fraction of the actual combinations. You have to be a little bit careful about interaction effects with Taguchi testing. The Split Test Accelerator and Kaizentrack are Taguchi testing tools.
When you run full factorial tests, as you would with Google’s Website Optimizer, you create a few factors, and a few options for each factor, and the software cycles through each combination. So, if you have 5 factors with 2 options each, you would cycle through 32 different pages. FFT can be used like a Taguchi test for small test designs. Or, if you run a lot more traffic to it, you can deal even more effectively with interaction effects by just letting all the interactions (good and bad) play out. Note that you can’t run as many combinations with full factorial tools as you can with a Taguchi too.
The Taguchi and full factorial tools both use arrays to maintain a relationship between the options being served for one factor, and the options being served for another. Some split testers don’t do this, though. They simply treat each factor as independent from the other factors. This leads to more flexible test designs, but also to longer and less accurate tests.
That sums up some of the main difference among split testing tools. There are many other features to compare, but this should give you the big picture.
Dominic DeLong has used split testing software for years to improve web sites.
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