Multivariate Testing’s Role in CRO (Radiohead versus iTunes)
(By the way, to get articles like this free in your inbox, subscribe to our newsletter—the link opens in an overlay.)
The music industry can teach web marketers a valuable lesson about how to maximize conversions. If you’re looking at buying multivariate testing software, this article will help you put things into perspective.
As you probably already know, A/B testing tools—and multivariate testing software—tells you which version of your page generates the most conversions. There’s a two-step process:
Step 1—the Content Creator: Someone creates different versions of a page (or page element).
Step 2—the Scorekeeper: Multivariate testing software keeps score of which version generates the most conversions—and declares a winner once there’s enough data.
The software is an extremely valuable part of the process. Without a scorekeeper, you’d never know which version of the page to keep. However, some newcomers appear to be under the illusion that the software is almost magical—that it can create winning pages out of thin air. It’s not true.
To understand this point, think of how the music industry works:
Step 1—the Content Creator: The artist (such as Radiohead, Coldplay, or Beyoncé) records and promotes a song.
Step 2—the Scorekeeper: A company (such as Billboard, Gallup, or iTunes) keeps score of which songs have sold the most copies—then declares the winners (by publishing the pop charts).
Now, if you were a record label looking to create a hit song, you wouldn’t just ask the guy next door to record thousands of tunes, then throw them all at the charts, hoping for a winner. You’d be much better off relying on a fantastic recording artist. That’s because the first step—creating the content—is by far the most important step. That’s presumably why Polydor Records signed a £130m (US$204m) deal with U2.
The same principle applies to your web business: you’ll only get fantastic increases in profits if you make the right changes to your webpages.
In other words, what matters is what you test.
Please don’t misunderstand us: we think multivariate testing software is essential for a web business. And there are some great solutions on the market.
Just don’t expect the software to be more than a highly sophisticated scorekeeper.
What’s your goal today?
1. Hire us to grow your company
We’ve generated hundreds of millions for our clients, using our unique CRE Methodology™. To discover how we can help grow your business:
- Read our case studies, client success stories, and video testimonials.
- Learn about us, and our unique values, beliefs and quirks.
- Visit our “Services” page to see the process by which we assess whether we’re a good fit for each other.
- Schedule your FREE website strategy session with one of our renowned experts.
2. Learn how to do conversion
Download a free copy of our Amazon #1 best-selling book, Making Websites Win, recommended by Google, Facebook, Microsoft, Moz, Econsultancy, and many more industry leaders. You’ll also be subscribed to our email newsletter and notified whenever we publish new articles or have something interesting to share.
Browse hundreds of articles, containing an amazing number of useful tools and techniques. Many readers tell us they have doubled their sales by following the advice in these articles.
3. Join our team (we’re actively hiring!)
If you want to join our team—or discover why our team members love working with us—then see our “Careers” page.
4. Contact us
We help businesses worldwide, so get in touch!
© 2022 Conversion Rate Experts Limited. All rights reserved.