Landing page testing
Online consumers are constantly evolving and are looking for relevant and personalized content from the websites they can choose from. To keep the online audience, it is important that online marketers promptly recognize which offers and content are relevant and convincing to their visitors. Equipped with this information, marketers need the ability to constantly change their sites and to target the correct content to diverse audiences.
For these reasons is very important for an online marketer to perform multiple A/B test and multivariate (MVT) test on its landing page and estimate efficiency and relevance of content across any online channel and enhance content relevance during segmentation, targeting and automated personalization.
Landing page testing methods
A/B testing or bucket testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. Major improvements can be seen through testing elements like texts, layouts, images, videos and colors. But, not all elements generate the same improvements, and by looking at the results from different tests, it is probable to identify individual elements that consistently tend to make the best improvements.
In internet marketing, multivariate testing is a method where more than one element of a landing page will be tested in a live environment. This is similar with numerous A/B tests performed on one landing page at the same time. A/B tests are typically performed to determine the better of two content variations, multivariate testing can hypothetically test the efficiency of unlimited combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and computational power.
The multivariate testing allows internet marketers to make sure that visitors are being shown the best offers, content and layout to convert them to sale, registration or other action once they arrive at the landing page.
There are two major methods used to complete multivariate testing on landing pages: page tagging and the second method using a DNS-proxy to insert variants and monitor visitor response.
Page tagging is a method where the landing page developer inserts JavaScript code into the website to insert content variants and monitor visitor response. Page tagging usually tracks what a visitor views on the landing page and for how long that visitor remain on the website simultaneously with any click or conversion related actions performed.
Other method setting a DNS-proxy is possible to capture and process all web traffic to and from the tested landing page, insert variants and monitor visitor response.