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Multivariate Testing on Steroids

Posted on 12.13.2005

If you are spending money or time on advertising and marketing your website to sell products or generate registrations then you have a landing page. And if you have a landing page then you have probably made some adjustments to it that make it more seamless and easier for users to complete the task you have set out for them. As each landing page has several components that you can modify you could really end up spending countless hours tweaking to generate the best results.

So what should you know about optimizing your landing pages in order to get the best results? Since most consumers do not want to “think” their way through your landing page, it is essential to remove the barriers that impact the completion of your request. The components most often modified include page headers, navigation bar, headlines, sales copy, call to action, graphics and even button format.

Now, not to burst your bubble or anything, but even if there were thousands of hours in a week there is simply no way any human could test all of a pages components and all of those components' variables effectively enough to make an informed decision on which landing page produced the best results. Now that you know that, you should know that there is some hope for the do it yourself crowd.

“Less is more,” said Tim Ash of, creators of a proprietary technology dubbed TuningEngine™. Most websites create elaborate landing pages which often confuse or discourage site visitors - the result of which is visitors not completing the form and navigating away. Using a "less is more" approach, remove unnecessary page elements and focus on developing a sleek page which moves site visitors through quickly. The fewer barriers there are the greater the chance you have of keeping a visitor on your site and completing registration forms or making a purchase.

For its clients, SiteTuners identifies variables that might improve performance and dynamically creates pages with all possible combinations of those variables. Pulling traffic for testing from PPC campaigns, banners, email, etc, SiteTuners uses its TuningEngine to find the optimum page and then verifies the performance improvement by placing it in a head to head competition against the original site. While it's not for everybody (you really need to have a significant amount of traffic) it is a pay for performance model which is an increasingly attractive model for many.

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