1. AB Testing and Multivariate Testing
A Resource Map for B2B Marketers
Quick Definitions: Analysis Advice Experts Vendors
A/B Testing is a simple method of split testing two
different versions of creative (landing pages, emails, Some B2B-friendly
banner ads, whatever) against each other. Software:
Adobe Omniture
Multivariate Testing is a more complex (usually automated) WhichMultivariate.com (Good blog, expensive)
way of finding the optimum combination of many variables. is an independent review Autonomy Optimost
site for MVT tools, run by Anne Holland’s Which (Expensive)
Econsultancy’s
Why you need testing: the people at Conversion Test Won is a terrific site Google Website
Multivariate Testing
You should use testing to find out what really works Rate Experts. with examples of real- Optimizer (Free)
Buyer’s Guide is an
instead of relying on hunches. Simple. excellent resource. Worth world tests – and it’s fun Maxymiser
joining Econsultancy for to guess the winner. SiteSpect
Three Good Questions: this alone. Unbounce (Cool)
– oes your site have enough traffic to yield
D The A/B and Multivariate Vertster
significant results? Testing Group on LinkedIn Visual Website Optimizer
– Do you know enough about the page to determine has 600 members. Join Webtrends
the most critical areas that need to be tested? pick some brains.
There’s a Forrester Wave Conversion Rate Experts
– re you able to set up a controlled test?
A “Common Mistake:
on Online Testing, but we We love these guys and
From the Econsultancy Signing up to extremely-
haven’t read it because it their excellent blog.
MVT Buyer’s Guide expensive testing
costs too much. software before you
#ABTesting and #MVT
Where do I start? are both pretty active understand how to
Pick a landing page that gets lots of traffic. hashtags on Twitter. design high-converting
So is #CRO. The folks at web pages”
Do a second version that changes a major
Meclabs (the people Conversion Works Conversion Rate Experts
variable (like removing the web form or changing
behind Markeitng An excellent book and know their stuff, too.
the headline or offer). By the way…
Sherpa and Marketing blog: Always Be Testing
Start a simple split test with Google Website Optimizer. Experiments) does and Bryan Jeffrey
interesting research on Eisenberg’s blog.
Stand back. conversion, including When it comes to
testing and optimisation. online advertising,
there’s nothing the
MediaPlex team doesn’t Testing is one of the Six
know. Here’s a good blog Staples of B2B Marketing
post on A/B testing. discussed in our B2B
Thanks to: Abhi Jadhav, Yogita W, Igor Mateski Marketing Manifesto.