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Split Testing Software — What You Need To Know.
June 2nd, 2010 | Posted in Web Design.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.
Let me give you an overview, so you can understand the choices you have before you. I’ll walk you through the main distinctions that rule the field.
One big distinction is between single variable and multiple variable (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.
Google offers a single variable split testing tool, but you have to have an Adwords account to use it.
With multivariate testing, you can test many factors at the same time on your page. So, instead of just testing your headline, you can test your headline, your offer, the P.S. statement, and your lead image all at the same time. And with multivariate testing, if it’s set up right, you can use the same amount of traffic testing many variables that you would use to test a single variable.
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.
Hosted solutions include Google’s Website Optimizer, and Vertster. Installed solutions include the Split Test Accelerator and Kaizen Track.
Taguchi testing is only one kind of multivariate testing. There are also “full factorial” tools, and random independent rotators. When you run a Taguchi test, you run only a small fraction of the possible combinations of your factor levels. You might, for instance, run only 18 pages to test 4374 combinations. This is made possible by orthongonal arrays. This allows you to find the best combination with out running through all of them. You do have to be careful about your factors interacting negatively with each other, but if you take care as you design your test, you can avoid the bulk of the problem with these. The Split Test Accelerator, Vertster, and Kaizentrack are Taguchi testing tools.
If you want to get around interaction effects you can with a full factorial tool. It will take more traffic to avoid the interactions — a lot more — but with a FFT, like Google’s Website Optimizer, you can just see how every combination plays out, and live with the interactions.
The Random independent rotators are a third option. These treat factors independently. So you can just plug in a new factor with as many options as you want at any time, and ignore the fact that other factors are being tested at the same time. This is the most flexible form of testing, but it is also plagued with the most interaction effects.
There are other distinctions and features worth noting. And each solution has a different mix of pros and cons. But this should get your oriented a bit before you make your decision.
Dominic DeLong has used split testing software for years to improve landing pages.
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