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Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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Multi-Variate Testing

In today's world, digital marketers are faced with multiple challenges including the acquisition, optimisation and retention of customers. Search engine optimisation, social media, PPC advertising, and other digital marketing techniques combine to acquire the relevant customers, however marketers also need to utilise their on-site assets to maximise potential. The key component to achieve this aspect within the marketing process is optimising your website for specific conversions/ goals to maximise return on investment (ROI) for your business. This mechanism is called multivariate testing.

Multi-Variate Testing

Multivariate testing (A/B Split testing) is the scientific approach associated with fine-tuning your website to generate more sales, downloads, subscriptions, or page views. For example, multivariate testing can analysis what content converts better; does click here work better than buy now? Every time that a customer interacts with your website, their behavioural patterns are tracked in website analytics, but is your website proactive in understanding these learning's? Multivariate testing is a process that analyses these components in a live environment i.e. directly monitors your customer activity.

Multivariate testing delivers real results in real time for a variety of components. In simple terms, multivariate testing is the delivery of numerous A/B tests performed at the same time on one distinct URL. A/B split testing is usually performed to determine the better of two content variations, but multivariate testing can theoretically test the effectiveness of unlimited combinations. Specific examples include the testing of different copy text, internal recommendations, form layouts, landing page images, font size, or background colours. All these elements ultimately affect the conversion rate, and by utilising multivariate testing you can identify the components that consistently outperform.

As mentioned, digital marketing techniques such as SEO and PPC advertising bring visitors to a website. These techniques worked in tandem with multivariate testing allows Internet marketers to show visitors the correct offers, content and layout to increase the desired call to action. Bough Digital has experience with multivariate testing and can integrate this marketing tactic into any digital marketing campaign.

Contact us now to discuss a standalone multi-variate testing project or to enquire about using this technique within one of our monthly SEO retainer packages.


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