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Tips to Effectively Optimize Your Website with Multivariate Testing

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By Ruben Corbo

If you follow the branding convention adopted by most large companies, you’d note a uniform application of key branding elements, such as logo, slogan and trademarks across all their corporate websites. Big business also optimizes all forms of online interaction, be they blog, social media profiles or corporate portals. To optimize your website, you also can implement tactics that larger players use, provided you adopt a few essential tips and perform multivariate testing thoroughly.

Basics of Multivariate Testing

In multivariate testing, you select specific attributes of your website and test them simultaneously. This technique is also called “multi-variable testing” or “multi-variable assessment,” and the variables here refer to the website’s attributes. These include user-friendliness, design, layout, compatibility with smart phones, and browsing requirements—say, browser type and security level, depending on the page a user is reading. Unlike multivariate testing, A/B testing only focuses on two operational scenarios and assesses a single attribute.

Website Optimization 101

Also known as portal enhancement, website optimization covers the mishmash of things—say, esthetic, programming and security—that a company does to elevate the stature of its website in search engine rankings, increase conversion rates and generate cash in the long term. To perform website optimization, adopt a tactic that fits your budget and operational model. You either do it yourself or use online tools to help you convert traffic to online sales. You also can hire an SEO specialist to analyze your content and search ranks, track conversion rates, and rummage in the website’s data to understand what’s going on from an optimization standpoint.

Running Effective Multivariate Tests

To run an effective multivariate test, you should understand not only the fundamentals of the test but also things like usage requirements and testing steps.

Usage Requirements

You typically would need multivariate testing if you operate a highly trafficked, complex website with stringent coding requirements and security layers. This type of testing is also suitable if you want to improve the “look and feel” of the portal, an element that becomes as important as ever for a site that experiences heaving readership on a daily basis. For a modest-traffic portal, such as blog or personal website, I recommend A/B testing instead.

Testing Steps

Follow these steps to run an effective and efficient multivariate test, but remember again that you can use online tools or hire an expert if you run a complex operation or simply need to have a specialist coordinate the assessment.

  1. Evaluate your website to determine what must be fixed.
  2. Set the way you want to test batches, specifying such attributes as user-friendliness, security, information and “look and feel.”
  3. Choose test variations.
  4. Run the multivariate test.
  5. Analyze results and decide whether a new test is needed to confirm the results.
  6. Implement the results on your website—that is, fix or improve it according to the results.

Take-Away

Believe it or not, your website says a lot about your company, how seriously you take online commerce, and the operational importance you ascribe to the comfort of readers, shoppers and your existing customers. So adopt effective measures to optimize your corporate portal. In a digital era in which the first impression invariably counts, it is in your company’s economic interests to design and deploy an attractive yet informative website. Multivariate testing can help in this process, but make sure you do your homework in advance, apply specific steps, and glean relevant information from specialized portals.

Author’s Bio: Ruben Corbo is a freelance writer that writes about technology, gaming, music, and online marketing especially topics about A/B Testing and multivariate testing. Ruben has written several online marketing articles related to the topic of converting traffic to sales which you can find out more novice information on Maxymiser. When Ruben is not writing he is composing and producing music for short films and other visual arts.

Steps to Optimize Your E-Commerce SEO

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By Brian Taylor

Optimizing the SEO on your e-commerce website is vital to selling more product. It will help your pages rank better on the search engines and keep prospective buyers on your pages longer, increasing conversions and sales. With that in mind we have put together a list of steps that you can use to optimize your e-commerce site’s SEO.

Read them, use them and watch them help increase your revenues greatly.

Concentrate more on each product page

Every single product that you have should have its own product page where as many questions can be answered as possible. It will need a great description, a unique title tag and unique description tags as well. Not only that but it should have relevant internal and external links and have all the social media sharing buttons as well so that it can be ‘shared’ online. Think of every product page as its own website and make sure that:

  • As many questions are answered about the product as possible so that a customer doesn’t have to ‘leave’ the page to finds an answer.
  • All technical specs about the product are included on the page.
  • The product title, the manufacturer of the product and the SKU are text, not images.

Take advantage of category and brand pages

These pages are very important. The average person is not going to be very specific when they first start searching for something online. For example, they won’t search for a ‘Honda Civic DL Sedan’ they will search for a ‘mid-sized car’ and then refine their search as they go. If you have a well done category page with all the possibilities listed someone who’s searching will be taken to the category page first and then be able to refine their search right on your website without leaving. These so-called ‘umbrella pages’ need to:

  • Have all the basic info for each product.
  • Have a descriptive category title on page and META.
  • Include at least a paragraph of content describing them to help prospective customers know what’s being shown as specifically as possible.

Create unique categories to group products

Even though you already have everything listed on your website you should create unique categories to be able to attract even more attention to specific items, like sale items at the end of summer for example. Most e-commerce sites won’t make a new page for ‘bikinis on sale’ but instead just make a ‘note’ on the existing webpage that they’re on sale.

Better to create an entirely new category (and page) to display these items so that they won’t be scattered all over your site but will all be grouped and found in one location.

Heavily incentivize user reviews

This may be the most important step. User reviews are the life-blood of many e-commerce websites. Just like positive reviews about movies will have people lining up at the theater for a new flick, positive user reviews will attract people to your site through SEO. And once they land, they will help persuade them to make a purchase.

The best thing you can do to get reviews is to give your customers an incentive to leave one like an extra discount or something similar. The more reviews the better and, if possible (and it is possible) they should be placed on the product page itself for even more selling power.

If you follow these steps your website will attract, convert and sell more products so don’t hesitate to start using them all ASAP and watch as your sales and revenues start to increase.

Author’s Bio:
Brian Taylor is the VP, Business Development at Forix SEO in Portland, OR. a team of crack SEO experts with an impressive record when it comes to results, experience, and expertise. Forix offers affordable and ethical SEO services in Portland helping small businesses with their Internet marketing needs.