Split Testing Software — What You Need To Know.
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.
I can’t discuss every feature of every testing tool out there, but I can give you a major overview of the different kinds of split testing software.
The first main division is between simple split testing (single variable) and 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.
Paul Hancox has a simple split testing tool. And Google has one that’s free, though it takes a bit to set up all your accounts to use Google’s tool. And the reporting is not real-time.
Single variable testing can be slow. How would you like to test 10 times as much with the same amount of traffic? Well, you can. You use a method called multi-variable, or multivariate testing. This allows you to test several elemens on your page simultaneously.
So there’s the main distinction between single variable testing and multivariate testing. But once you get into the realm of multivariate testing the options seem to multiply again. One difference among multivariate tools is between tools that are hosted on someone else’s server, and ones that you install on the same server as your webpages. Hosted solutions can be slower, and more expensive, but you don’t have to install any software.
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.
Another 3-way distinction among multivariate split testing tools is between Taguchi-based systems, Full factorial systems, and Random independent rotation of factors. With a Taguchi system, you run traffic to only a small, carefully-selected subset of the possible combinations of your factor levels. This allows you to cycle through every combination every 12, 18, or 36 pages, whichever the case may be for the test design you’re using. This allows you to find the best combination very quickly. Some care does have to be taken to avoid interaction effects among the factors. Taguchi-based tools include the Split Test Accelerator and Vertster.
Full factorial tools allow you to cycle through all the combinations for your factors. So if you have 3 headlines, 3 offers, 3 P.S. statements, and 3 images you’re testing, you will cycle through 81 pages. One advantage of full factorial testing is that you don’t have to worry as much about interaction effects. Good and bad interactions should show up in the data. However, if you want to receive this advantage, you have to run many times the traffic through your test as you would with a Taguchi test. You also can’t run as many combinations. Google’s website optimizer is a full factorial tool.
Some multivariate tools randomly serve the options for each factor independently from what is served for the other factors. This can lead to more flexible test design, but also to more interaction effects and other statistical noise, leading to longer 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.
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