Multivariate testing can drive big results from small changes.  In a recent Google Blog post, examples of Google's search experiments are shown and some are surprisingly small.  For example, take a look at the two pages below:

Can you tell the difference between the two?  I couldn't.  Turns out, the difference lies in the amount of white space in the first search result, making the first result in the Picture 2 a bit more visible.  This test is designed to determine if these types of changes help you search faster and if it makes results more prominent. Here's another example of a recent Google experiment:

If you can spot the difference in these two pictures, you're visually astute.  The difference is the the thickness of the plus box next to the stock quote.  It's difficult to determine if one is "better", because results of the tests have both positive and negative effects.  Searchers might click on the the thicker box, causing them to possible ignore other helpful results. So, what?  Subtle differences can make a big impact on results.  Multivariate testing helps marketers to test even the most minute details to determine which has the greater impact.  Without the use of multivariate testing, the findings could take lots of time, man hours or just never be determined. At WebsiteBiz, we use Omniture Test & Target as well as Google Optimizer.  We have expertise using these tools and are leveraging technology in our partnerships.