Do you know if your web site is optimal? How much testing did you perform? Can you be sure? After all, if you are the web developer, didn't some of your own biases enter into the design?
I assume the answer to the last question has to be "yes". No matter how hard we try, it is hard to be 100% objective. Thus, why not let your web visitors be your testers? Welcome to the field of mutlivariate testing. Although the term sounds difficult, the concept is simple:
- Create a duplicate of any web page
- Change something small
- Measure both web pages
- Which page optimizes the desired action?
- Is a page more likley to now be visited?
- Is a web form more likely to be submitted
- Is a video more likley to be watched
- You get the idea ...
The process is easy to set up using Google's free web site optimizer tool. Here is all you have to do:
- Create a Google account if you don't already have one
- Use Google Web Site Optimizer
- Decide what page you want to test
- Create a page which is very similar
- Decide your desired action (a destination page)
You will find to screenshots given below from my experiment. I've blacked out some items because I don't want to bias my results (i.e. if you read this post). When my test has run I will post the results on this blog.
If you wish to participate, just click upon my name (Rich Hoeg) in the banner at the top of the page. Once redirected, click through to at least one additional page.
Finally, here are some videos which explain the concept in more detail.
Want to view either of these images at full size? Just click upon either image!