The Varieties Of Split Testing Software Experience
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 several 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.
First, there’s a difference between multivariate and single variable testing.
Single variable split testing is very easy. 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.
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 high-priced, 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.
The next distinction probably causes the most confusion among people looking into split testing for the first time. It’s also more important than the last distinction, becuase it determines how fast and accurate your tests can be. The three kinds of testers are 1) random independent rotators, 2) Taguchi testers, and 3) full-factorial testers. Taguchi ranks first for speed and second for accuracy. Basically Taguchi testing involves using a marvel of mathematics known as “orthogonal arrays”. These have special properties that allow you to test every combination in a space while running only a small fraction of the actual combinations. You have to be a tiny bit careful about interaction effects with Taguchi testing. The Split Test Accelerator 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 Taguchi and full factorial tools both use arrays to maintain a relationship between the options being served for one factor, and the options being served for another. Some split testers don’t do this, though. They simply treat each factor as independent from the other factors. This leads to more flexible test designs, but also to longer and less accurate tests.
Now that’s just the overview. There are lots of other features to compare and questions to ask. Does a tester grant you to exclude bots and spiders? Does it allow real time access to data? What kind of reports does it show? What kind of information does it track for each visitor, and is the visitor-level data available for viewing. Etc.
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