Depending on the types of goals you're trying to accomplish and the amount of traffic you're running, there are different types of tests at Marcel Digital that we can run for you to get the data you need. Through our data collection and analysis, we will be able to find what test will be most successful for your CRO campaign, as well as how the test will need to be ran. Below, we walk you through the different types of CRO tests we run and how they will benefit your business needs.
To put it simply, A/B testing is presenting two versions of the same web page to see which one will ultimately engage your audience more effectively. One portion of your audience will see your control (the current version of your web page) and another portion will see the variant (the design with changes you think will perform better). During the duration of the test, we collect data on how each version of your web page is performing. The version that ultimately performs best will then become the live version of your web page.
Here's a design to help explain:
In this example, version A would be the winning variation because more users converted or engaged it at a higher rate than the users who saw version B.
A/B testing is usually done with one change at a time and allows you to effectively understand what changes you made had the biggest impact on your audience. As you learn more and more about what individual changes are having a direct impact on your audience's engagement with your site, you can create more effective page designs and layouts that ultimately result in what matters most to you: an increase in leads or revenue.
Where A/B testing is reserved for one change at a time testing, multivariate testing allows you test multiple changes at one time, and different combinations of those changes. So, for instance, you can test:
The whole purpose of multivariate testing is to show you what combination of changes have the greatest effect on your conversion rate. Multivariate testing allows you to test these changes at once, giving you the data you need for a truly optimal user experience and the boost your conversion rate needs.
Split URL testing is taking two or more variations of a webpage or homepage, hosting them on different URLs, and measuring which variation will have the greatest impact over the control (your live site). It's very easy to get the concept of an A/B test and a split URL test confused, but think of an A/B test as a more element based test, like buttons, images, headlines, or colors, and split URL testing as a more backend or design based test, where page layouts or aesthetics are changed or greatly vary.
You'd use split URL testing when you're:
All three testing opportunities bring a wealth of benefits and data, but you'll only want to use the ones that matter most to your business goals. Marcel Digital is happy to hear more about your testing needs and teach you more about how we can help you implement the best possible test to keep your business moving forward with the right data.
While I could dwell on your team's flawless tactical execution and effective management of our online advertising budget, we were most impressed with Marcel's ability to frame our unique needs in the context of an overarching communications strategy. This focus, coupled with your responsiveness, regular process updates, and eye on future developments, has made Marcel an integral part of our firm's overall online strategy.
It is a pleasure to work with your staff. They have been responsive and courteous from day one. They listened to what Doral wanted to accomplish and took the time to build a customized campaign. The results are obvious.
Your honest and open approach to SEO was refreshing, and I cannot tell you how much I appreciate your direct communication regarding realistic SEO expectations. Your team worked with us to fulfill our goals and needs, while leaving the integrity of the site and our vision intact.
Marcel Digital has produced infinitely more subscribers for us than radio, magazines, and newspapers. I wish I would have known, because I would have taken every penny from those budgets and reallocated to you. Marcel Digital is doing an amazing job!
We used Marcel to help audit and improve our Google Analytics setup. They presented and executed a solid plan for making sure we were accurately tracking the metrics that were most important to our business. Everyone I worked with was very smart, accommodating, and easy to work with. Marcel Digital should be on (and probably at the very top) of any shortlist of agencies you're considering for this type of work.