Multivariate landing page optimization (MVLPO) is focused on “optimizing” a webpage in order to improve the percentage of visitors that become customers. Take for example the landing page of a credit card company. The following design options may be under consideration (either as standalone or combinable options):
1. Small images that link to each of the credit cards available
2. Links (text) to each of the credit cards available
3. A “display” mid-screen that highlights the 3 most popular credit cards
4. Links (text) that correspond to credit card categories (i.e. Personal, Business)
MVLPO uses experimental design (statistics) to test different combinations of the options listed above. One company, Memetrics (now part of Accenture’s Interactive practice) applies an approach that tests all possible combinations of elements. Software is used to generate each of the possible combinations, and each option is made available to users. The results (i.e. how many people apply for a card) are then measured and compared across each of the options to determine which option, from a statistical perspective, performed the best.
Relevant Sources
• http://en.wikipedia.org/wiki/Multivariate_landing_page_optimization
• http://www.accenture.com/Global/Consulting/Accenture-Interactive/Digital-Consulting.htm
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