Multivariate and split testing - your free online market research tools

The words 'free' and 'marketing' do not often go hand in hand. You have to spend money to make money and the same is true online. However, a number of powerful market research tools are now available online.

Google Website Optimiser gives you split testing and multivariate testing capacity. It is free and it the most effective way to test your messages online.

Take the guesswork of your online marketing

Multivariate and split testing remove the 'if, but, maybe?' from your online marketing. You don't have to wonder what is working. You get instant, tangible, concrete proof as to how people respond to changes on your website or in your marketing messages.

Split testing provides solid foundations

Split testing or A/B testing is where you test one version of a page against another. Usually you would only change one element (a headline, graphic, call to action, text box) and track which version brings in the better results.

Split testing is also an effective tool to use in your <a href="email-marketing">email communication</a>, <a href="/sem">SEM</a>, <a href="/pay-per-click">PPC</a> advertising and <a href="/copywriting-that-sells">sales copy</a>.

If a message is working, stick with it for the majority of visitors and/or email list and test new ones on small groups.

If a message is not working (you are getting high bounce rates or no click throughs or opt ins), you may wish to keep the control group small and test new messages on a larger section.

Multivariate testing gives you the power to test multiple changes

Multivariate testing can involve more than two page variations and multiple elements on each page. Taguchi split testing is similar to multivariate testing - based on a famous Japanese mathematician's theories.

If your business is well established, multivariate testing is a great way to test new products, direction or messages without jeopardising existing methods and proven results.

Let your customers teach you

Find out how your customers respond to changes in imagery, stronger headline language and a variation in calls to action. You may discover things you had been completely unaware of - which you would never have known if not for multivariate or split testing.

If you want to get started on some testing right away (and why wouldn't you want fast, free access to information about your customers?) but are unsure where to start, please <a href="/contact">contact us</a>.

Different split testing and multivariate testing strategies are appropriate for different business types and online marketing goals. Set your aims and strategy in place BEFORE you start testing to make sure you can use the results in a concrete and positive way.