Controlled Website Tests

Analysis of web traffic reveals a great deal about the online behaviour of users. The data however does not explain why they do what they do, which is crucially important if marketers wish to act on the information.

Understanding “why people do what they do” typically involves a two stage process — constructing hypothesis or scenarios, and testing those hypothesis. To construct hypothesis, and explore issues and scenarios, marketers often conduct qualitative research, or use techniques akin to qualitative research. To test hypothesis and alternatives, they rely on quantitative research methods, and their website is often the ideal platform for data collection.

A/B testing and multivariate testing allow marketers to test elements (headlines, paragraph text, images, call-to-action buttons, testimonials etc.) on a web page. A/B Testing is used when marketers want to choose between one of two or more versions of a web page. If they are seeking to optimize the elements on the page, multivariate testing will reveal the elements they need to focus on.

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