Copywriting Secrets PLR Ebook

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In the AB split testing you divide your visitors randomly into two groups and show each group a different version of a page—the variations may be of many types from color, to font, to offers of gifts. Purpose is to see as to which version results in higher conversion, average order value, application completion, or other target. Analysis of different results would create a summary that describes the impact of the A or B page version.

For example, you can tell whether the changed layout is making any difference or not. The two versions are shown to visitors normally called the A or B test group. They are observed on their visit, sometimes on several occasions to assess their reactions, especially to see as to whether they are likely to purchase anything after visiting the page in its existing or new format.

One fault of this system is that it requires very large samples (number of visitors-often more than 10,000) for satisfactory test results. Unfortunately effects of many changes cannot be measured. The test is bound to take a long time and many factors affect the purchasing behavior. For example, people are more likely to spend during the festive season.

Multiple Variable Testing or Multivariate Testing

Multiple Variable Testing identifies the different factors on a page and then help you find out as to which factor is the strongest.

A better way is to test elements on the page in different combinations of designs etc. This approach is called Multivariable Testing and it allows you to test the elements on a page that you believe impact sales. When planned and executed carefully, Multiple Variable Testing virtually guarantees a positive change over your existing page.

A Multivariable Test on a product landing page might test the product image, the headline and the product description copy. The goal is to create the most compelling page possible so that visitors to this page, often paid for through search or banner advertising, convert to customers at the highest possible rate. Two or more alternatives of the picture, description and headline are created and a page is composed for every combination of these elements in each of their versions. If there are 3 elements with two alternatives, this requires 8 combinations or “recipes.”

By splitting the traffic randomly and showing each visitor only one version, we can determine the optimal recipe. The advantage of Multivariable Testing over AB Split Testing is that you can nearly always find a recipe that outperforms existing. The problem with Multivariable Testing is that if you have more than three elements or more than two alternatives, the number of combinations becomes so large that it takes too many visitors to run a conclusive test.

So, here is to your copywriting. May the sales multiply.

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