18F

18F - Multivariate Testing

Multivariate testing helps you discover the most effective combination of page elements. Unlike A/B testing, which focuses on single-element variations, multivariate testing examines multiple sections or features simultaneously to maximize impact. It's more complex, but worth it when optimizing several elements.

Duration
3 hours
Group Size
3-5
Category
18F
Difficulty
Easy
Energy
Medium

Objectives

The goal is to understand how different contexts, channels, or user types influence the effectiveness of a user need. By strategically placing calls to action, content sections, or features, you can create a more cohesive and effective solution from various components.

Outcomes

You'll gain experience in multivariate test design, systematic variation testing, and data-driven optimization.

Step-by-Step Instructions


  1. Pinpoint the call to action, content section, or feature needing improvement.

  2. Brainstorm potential issues impacting conversion or engagement.

  3. Develop several solutions to address these issues.

  4. Configure your web analytics tool to establish a testing environment.

  5. Analyze the results to identify the optimal solution. Expect some tests to fail; that's part of the learning process.

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Facilitator Tips

When running these tests, remember that interpretation matters. Statistical significance doesn't always equate to practical impact. Consider the cost of implementation vs. the gains. Also, be aware of external factors influencing results.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Testing platform

  • Analytics tools

  • Test variations

  • Statistical analysis software

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Resources & Templates

Optimizely - Multivariate Testing Guide
Comprehensive guide to MVT from Optimizely.

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