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5. Multivariable Testing (MVT) What do the front page of the National Enquirer and phone repair have in common?

Marie Leone, CFO.com | US
October 7, 2002

MVT - now on the web

MVT is also increasingly being used to optimize the effectiveness of e-commerce and financial services web sites. Using multivariable testing, site operators are able increase conversions, such as purchase or lead-generation actions, and also minimize certain types of operating costs.

For example, using MVT, a mutual fund financial services website was able to reduce inbound service calls by 11% simply by better "steering" site visitors towards self-service options.

In general, not all web site visitors are potential customers. Thus, one of the keys to web site MVT is a 2-step process of visitor segmentation. First, define the segments that are most valuable to the business or unit - for example, "new visitors" for units that focus on customer acquisition (e.g. lead generation). Then, conduct testing (MVT, A/B or multivariate) to specifically target those visitor segments.

Dave Morgan @
SiteSpect Multivariable Testing

Posted by Dave Morgan | May 30, 2006 10:16 AM ET