A/B and Multivariate Testing

A/B testing and Multivariate testing (MVT) are the science and art of testing one or multiple changes to a web page, landing page or an email template with the ultimate goal of optimising conversion and improving user experience.

The common fallacy is A/B (also known as Split Testing) and MVT can be undertaken through technology alone. This is simply not the case. A badly conceived and executed test will only ever result in unreliable and inconclusive test results. You get out what you put in.

The conception of a test should be evidence-based; not pure guesswork. It should also factor in a wide range of inputs; business objectives, design input, user-led feedback and more.

Why use RedEye?

At RedEye we pride ourselves on producing tests that will help you improve conversion and achieve your business goals. The key to our success is the involvement of User Experience team (including our UI designers) and analytics experts throughout the whole of the A/B/Multivariate testing process.

Using a unique optimisation dashboard we develop hypotheses and create different design variants of pages and elements to test. For each test a score is given relating to the potential impact it will have on your business. Using this method RedEye is able to prioritise tests, ensuring you are testing the right thing, at the right time, to improve conversion.

RedEye is technology agnostic, working with A/B & MVT tools from leading global suppliers including Google Website Optimizer, Visual Website Optimizer, Optimizely, Globalmaxer and Adobe Test & Target.

RedEye currently helps many brands improve conversion through A/B and MVT. Clients include Skype, Radley + Co. and Payplan.

The detail…

RedEye's A/B/Multivariate Testing Process

The challenge for today’s marketer is knowing where on the site to prioritise testing, what variants to test and how to design and execute the test to ensure statistical validity.

A robust and repeatable process is essential to success. Our structured process has been carefully designed to ensure you implement the right tests to collate the right information to apply the right changes to improve your business. Our insightful service is developed over 5 stages.

RedEye’s AB/MVT services include: