In order to achieve your goals as an organization, you need to find what strategies perform best. Message, delivery, imaging and segmentation are all important factors to test and optimize in order to achieve maximize results.
Don’t underestimate the impact of testing. A/B/n (aka “multivariate”) testing specific phrasing or two different image choices is valuable if it means more conversions on your campaign. Thankfully, testing is easy with Journity. In this short article, we’ll look at one method – A/B/n or multivariate testing.
What is Multivariate Testing?
Multivariate testing is simply a form of A/B testing where you can have more than two tests. Journity allows up to five tests on a single waypoint. The word “test” in this case means a variation from the original waypoint (aka “the control” test). This change or test can be a different headline, image or waypoint position. Anything that can be changed in the editor’s “Design” tab can be changed in a new test version.
What this allows you to do is test multiple versions, publish, evaluate the results of each test, delete the low performing test(s) and maximize the highest performing test, or create new ones. This process of iteration, publishing tests, reviewing results and testing again is a critical strategy that will help you gain understanding about your website visitors and about what messages compel them to take action.
Creating a Test
Setting up a new test can be done in one click from the waypoint editor. At the top right of the screen, in the waypoint properties, there’s a field called “Variations”. Click the plus (+) button next to “A” and you’ll have a new variation – “B”. You can also toggle between variations and delete them from here. After you add a test, make whatever changes you’d like test and publish. It’s that simple.
Compare Test Results
After publishing, our strategy experts recommend you three days to one week (depending on your website traffic) for adequate test results. Be sure to check in every few days to see how the tests are performing. After you’ve given the test adequate time to run, go to the “Results” tab in your Journity Dashboard. On the Results page, you’ll see an entry for every published waypoint with corresponding stats. In the example below, there is one waypoint, “A/B test”. The B test is performing better than the A test.
In this case, the only change is the header, but given that the B test is performing much better, I’d want to iterate off of the B test and delete test A.
More to come on testing in a future article. This is just the tip of the iceberg. Start with A/B testing to better understand your audience and conversions will be on the rise.
Testing is almost always worth your time if increasing conversions toward your goals is your aim. Changing tests out every few days helps you to hone in on a message that resonates with your visitors and only takes a few minutes!
Check out Revive Our Hearts success with A/B testing. (Scroll down on the link to read the full case study.)
Questions about testing? Drop us a quick note here. We’re happy to help!