Use MVT to test multiple page elements

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 04, 2021, 12:59 PM UTC

Marketers can leverage multivariate testing (MVT) to compare and contrast multiple variations of many elements on a web page.

MVT can assist brands in identifying key areas, content, and sections of a webpage and alter those elements, as well as test multiple versions of a page to assess conversion rates. With MVT comparing variables across more elements, brands can leverage the tech to compare elements like headlines, headings, subheads and more.

Further, MVT can help marketers test colours, sizes, and placements of call-to-action buttons and images. Brands can use MVT to collect data like page visits and conversion rates.

However, the tech requires a lot more traffic than A/B testing and needs several combinations of elements to compare and analyse the results. MVT can help businesses determine which combination works the best to drive sales.

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