I’ve written extensively in the past about multivariate testing, but I haven’t had many opportunities to interview a veteran of this important Internet marketing technique. For those of you who don’t know, multivariate testing is an advanced form of traditional A/B testing, where you randomly show two versions of content (two different Web pages, two different images or copy blocks on the same Web page, etc.) and see which version produces more conversions. Multivariate testing tools, such as Google Website Optimizer, take A/B testing to the next level by allowing thousands of different versions to be tested at the same time. I was able to corner Regis Hadiaris, whose title is “Leader of Leaders and Pursuer of WOW!” at top online lender Quicken Loans, who let us in on some of the secrets of this important testing technique.
by Aaron Kim
As marketers try to find ways to join the conversation enabled by social media, they face the challenge of scale. The virtual third space is becoming increasingly fragmented, to the point that engaging into every single thread of discussion pertinent to your business is no longer practical. In that scenario, can you meet the expectations of a target audience increasingly craving for individual attention? Can you effectively manage your online reputation?