How A/B and multivariate testing can skyrocket your social media conversions

30-second summary:

  • Less than a quarter of marketers are satisfied with the conversion rates they achieve today.
  • A/B and multivariate testing help to put your website’s variables to work, with various text boxes, images, and call-to-actions capable of being tested among different audiences simultaneously.
  • Where A/B testing can perform trials of two ideologies, multivariate testing can display a wide range of varied elements to show users exponents are preferred by audiences.
  • Multivariate testing can help to optimize web pages based on the traffic arriving from different social networks.

Regardless of whether you’re aiming to foster more leads, email signups or purchases, there are few more effective ways to create more custom than through rigorous testing. 

Given the array of tools at the disposal of marketers, just 22% claim that they’re satisfied with the conversion rates that they amass. 

Fortunately, A/B testing and multivariate testing can seamlessly combine to fully optimize the process of turning your social media traffic into conversions. 

To understand the power of A/B and multivariate testing, it’s important to remember the array of variables that comprise your website. Text boxes, images, videos, call-to-actions and various multimedia plugins all combine to bring audiences an experience that aims to result in a conversion. Testing helps marketers to discover the exact combination of elements that are best placed to encourage visitors to act on the interest that encouraged them to navigate towards your site in the first place. The same practice can apply to just about any marketing approach. From social campaigns to PPC advertising. 

For example, have you arranged the images on your website in an effective manner? Or will visitors feel overwhelmed by the overflow of visuals? It’s virtually impossible to anticipate which layout will be the most effective in keeping visitors on your pages for longer – but actively testing different setups can offer up tangible insights into how prospective customers interact with the various elements that comprise your pages. 

It’s also possible that different layouts can lead to different effects. If your website’s tone is more informal, you might find that you’ll build more engagement with audiences, but could ultimately lack the sales you were aiming for. Whereas more formal imagery could create more purchasing intent but less of engaging customer experience. 

Different businesses will require different levels of website performance, and rigorous multivariate testing helps marketers to see what online features offer varied results for users. 

Adopting A/B and multivariate testing tools can help you to generate more leads, a higher volume of subscriptions, and ultimately attract more sales. But let’s take a closer look at how both A/B and multivariate testing can directly boost your social media conversions:

Learning your A/Bs

A/B testing often referred to as split testing, actively compares two versions of a web page, email or other facets of a business in a way that can actively measure their respective performance. 

This can be done by rendering one version to be observed by one group and another to a different cross-section of users. 

To help illustrate the key concept behind A/B testing, think of yourself as a website owner, and imagine that you have two landing page layouts that you can’t decide on. 

Through tools like Unbounce and Optimizely, A/B testing allows you to test one page by showcasing it to one group while sending another to a different group and studying the results. It’s possible to study the performance of each landing page by consulting metrics pertaining to traffic, conversions or purchase intent. 

Generally, these metrics will show one landing page to perform better than its competitor and you’ll gain a clear idea of which layout would be most effective online. 

Tapping into multivariate testing

Multivariate testing structure

Source: Leadpages

While multivariate testing can certainly complement A/B testing, these two practices are not fundamentally the same. 

Where A/B testing helps both website owners and marketers to see which design is more popular within different control groups, multivariate testing allows users to test various campaign elements all at the same time. 

This means that various different combinations of images, multimedia, text, call-to-actions can all be displayed for different users. While some may be greeted with a large image and a sign-up prompt, others may see an introductory video when they arrive on the same website, for instance. 

Given the wide range of element-based combinations that your campaign could feature, multivariate testing is regarded as one of the most efficient ways to gain insights into the impact that your marketing campaign could have once it’s correctly optimized. 

Finteza can be a handy tool when it comes to analyzing the performance of A/B tests, enabling you to see which page performs better from a sales funnel point of view.  

Leave a Comment