Experimentation and Testing Tools used in Web Analytics

In this segment, you will learn about the various testing tools that can help you significantly improve conversions by experimenting with the different aspects of your website and content.

There are various tools that can be used to run experimentation and testing, but we have largely focused on Google Optimise, which included the following three tests:

• A/B testing:

This is a type of experimentation test that lets you change one variable of the content. For example, in an email campaign, if a brand decides to send out two emails with a modified subject line, they can then measure the performance of both the specimens and adopt the better performing one.

• Multivariate Testing:

Multivariate testing is similar to A/B testing, but instead of changing a single variable multiple elements are changed together. This means that the combination of various elements can be measured in one go. For example, in an email campaign, a brand decides to use a colourful image along with a powerful CTA and tests it with an email containing a black and white image with a soft CTA. Here, the two changing variables are the CTA and the image. The combination of the two can be tested through multivariate testing.

• Redirection Testing:

Redirection testing can test which of the two different landing pages results in better performance. The URLs for two different pages are targeted to similar audiences. In this case, the landing page that results in better performance is adopted as the final landing page for the campaign. 

In the next segment you will learn about qualitative tools.