Multivariate Testing is Low Hanging Fruit for Marketers
Multivariate Testing for Marketers
I was surprised to learn that according to executive surveys conducted by JupiterResearch, only 24% of companies are currently using multivariate testing when evaluating their websites effectiveness.
Our interactive marketers at WebsiteBiz are experts in multivariate testing. We primarily use Omniture Test & Target (previously Offermatica) and Google Optimizer depending on the complexity of the test and requirements. As marketers have you found similar resistance from executives?
Comments
Many thanks for this article and for publishing these very interesting stats from JupiterResearch.
I have recently written about this topic in my blog and I tried to identify reasons why multivariate testing hasn’t been adopted more readily here in the UK.
I came up with a few ideas including cost and know-how, but also the issue of who owns the responsibility for sales conversion rather than just traffic to the site. The whole post can be found here:
http://www.culturalmultivariate.com/multivariate/is-multivariate-analysis-arriving/
[...] 7. Multivariate Testing is Low Hanging Fruit for Marketers [...]
I am surprised Jupiter’s number is that high. I’d be interested in knowing what the exact question was. Given the size of the “yes” group I would guess that it allowed a loose definition of “multivariate” or “using.”
[...] 7. Multivariate Testing is Low Hanging Fruit for Marketers [...]