What do the many Multivariate tests on search engine optimization mean? What are the advantages and disadvantages? When should it be done? Where should I use it? You will be able to find answers to all these questions from this post.
What Is Multivariate Testing?
It is fairly simple to describe what it means to implement highly Multivariate tests. A standard definition for this would suffice. Multivariate testing in Internet marketing is testing multiple components of a site in an active environment. It can also be described as the realization of double-sided tests on a single page.
Indeed, there are significant differences between performing bi-directional tests and performing Multivariate tests. The work done in bidirectional tests is to test different variations of a page. In multivariate tests, it is the test of multiple components in a page.
You have two postcards, two visuals and two texts in your hand. Performing a highly Multivariate test means testing all possible combinations of components. You will have to do eight different tests in total for this. Determining which one works is an operation to be done as a result of an analysis.
Advantages of Multivariate Testing
The most important advantage of multivariate tests is that you can see the effect of the slightest change you make on your site. However, you can reach the maximum level of influence by subjecting minor changes to bi-directional tests. However, this is an optional condition. Generally, bi-directional tests are performed with larger changes, while multivariate tests are performed with minor changes.
In multivariate tests, you will not only determine the effect of one component, but you can also determine the level of activity that will result from the combination of several components. When a component on one page is changed, all the effects are the same when another component is changed? You can give the answer to this question with very multivariate tests. In some cases, you can find answers to the questions that bidirectional tests can not answer with variable tests. With multivariate tests, you can determine the effect of a component on a page on that page in the most accurate way.
Constraints of Multivariate Tests
You need more than the amount of traffic and conversions needed to perform a bidirectional test in order to be able to perform a highly Multivariate test. There must be at least 100 conversions for each variable. In this case, the total number of conversions you will need when you want to try 3 different formats of 3 different components will be 2700 (3 x 3 x 3 = 27 x 100 = 2700).
The billing figures are very difficult to reach for sales sites. At the same time, these sites require a certain amount of traffic. As a result, your conversion rate will be determined by the traffic you receive, and not every visitor coming to your site will be able to convert.
Since multivariate tests have more complex structure and more elements than bidirectional tests, the rate of error and wrong analysis is much higher. For this reason, it may be necessary to check the tests repeatedly. This is also a time-consuming situation.
When are Multivariate Tests Performed?
Multivariate tests are performed to test the smallest components in a page. Perform these tests to test multiple variations of a component. In bidirectional tests, the entire page is tested. For this reason, multivariate tests are not considered as a starting point.
Before performing a highly Multivariate test, there are certain points that you must pay attention to. First of all, what you need to be aware of is whether you have as much traffic and transformation as you can. Since the number of components to be tested will be very high, the relevant page about traffic and conversion needs to be available. You must then perform the necessary tests and analyzes to determine how much traffic and transformation you have.
Your next step is to determine what the changes will be for the page to be tested. In order to do this, you first need to set the goal of the page. What kind of action do you want the visit to take place on the page? You should give this question the most appropriate answer. You should make a note of what you think about the voyage that does not meet the goals you have set. You can find answers by criticizing yourself, looking at the data, and checking user behavior.
Once you have specified the target of the page you want to test, you will need to determine what is the cause of the low turn in this page. The situation you need to consider is that when you make changes you will take a step closer to the goal you set aside. You will have to think too many Multivariate to find the factor that negatively impacts conversion rates.
If your metrics and conversion rates are just as good, if you have identified the factors that keep visitors from converting from page to page, you are now creating the necessary hypotheses. You should note the changes you want to make as a result of changes and changes. For example, it is an ideal example for you to ask for more information when you are short on the form.
Hypotheses that you will create are very important. Since there are so many Multivariate , placing a hypothesis in a matrix helps you not to add random variables. You should be sure that you are hypothesizing for all variables you specify.
Multivariate Tests? Bidirectional Tests?
You should perform bidirectional tests if the hypotheses you have created will cause a significant change in the structure and layout of a page. Because bidirectional tests will give you a much better idea of what changes will be made on a page.
If the hypotheses you have created are related to small changes to be made on a page, then you have to perform very Multivariate tests in this case. However, before performing the test, you should be absolutely sure that the relevant page meets the test conditions.
Performing a Multivariate test is not an easy task. You have to think about many different things together. With that you should know what you are doing well. If you have no idea what you’re doing, doing so varied tests will not give you anything.
If you need to give an example of a multivariate test, you can consider the following image;