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.
Archive for December, 2008
Image by Enrico Fuente via Flickr
by Frank Reed
I am not convinced that traditional business has a clue about Web 2.0. I know there are pockets of innovators and early adopters and but if you were to look at the entire landscape these folks merely dot it, not blanket it. This week the Wall Street Journal ran a big feature article on business in the Web 2.0 world. I was ready for WSJ to hit it out of the park, but instead, we got a swing and a miss.
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?
by Eva Lyford
The concept of nirvana as a condition or rest and stability is appealing to those of us who live through the hurly-burly of the tech world day to day. Twitter has swept upon the scene and upset the applecart for many; however, I’ve found that it can actually help stabilize and automate a number of activities. Have you felt like you’ve maxed out the benefits of Twitter? If so, you might not be taking advantage of tools and techniques that relieve the “always on” stress while increasing Twitter’s value.