The CRO Tests We Run

The CRO Tests We Run

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. 


A/B Testing

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:

A/B CRO Testing

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.


Multivariate Testing

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:

  • Page headline and call to action variations
  • Text and color of call to action variations
  • Images and text content variations
  • Call to action and image placement variations
  • Much, much more!

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

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:

  • Thinking of a design change
  • Wanting to test backend changes
  • Wondering which landing page design works best

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.

If you like what you see, let's work together.

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