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These days, you can’t go anywhere without hearing about multivariate testing so I thought I’d walk through a landing page test. Along the way, I’ll provide testing pointers and leave you with several testing considerations. I'll highlight the importance of multivariate testing and show it can yield significant improvements in pay per click (PPC) accounts.

This case study centers on NXPowerLite, which sells compression software for PPT, Excel, and Word documents. While too many details are involved in multivariate testing to cover them all, the following information should provide a good basis for your own testing.

Multivariate Testing – Pre-Testing Considerations

Consider the following before starting a multivariate test:

Overall page quality
Initiate tests with quality content pages to yield more significant results. Consider all aspects of a landing page, including images, page layout, and copy for quality. In terms of NXPowerLite, the old landing page didn’t do a good job of spelling out specific product features and benefits, nor did it a have a suitable call to action. As a result, visitors were “undirected” and didn’t know what action to take on the landing page. On the new pages, product features and benefits were clearly displayed and had clear calls to action.

Solid call to action
In our analysis, we determined that 45 percent of the 30-day free-trial product customers became paying customers. As a result, we decided to include two buy options on the page – one to purchase the product directly and the other for a 30-day free-trial product. This was not to give people choice, but to make the free trial version of the product look more favorable. The “buy now” helped the trial version become the “no-brainer” option as it subtly encouraged visitors to sign up for the trial version of the product.

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