Multivariate testing extends creativity
When I sit down to design a webpage, I try to imagine what questions and concerns the audience will have.
My internal dialogue:
“Everyone wants to know what it is. So, that’s at the top. And I need to make it emotionally relatable.
Then, people want to know how it works. Well, some people do. I would. Others want to know how much it costs.”
Starting from my second decision, I begin to segregate my audience: those who want to understand the process vs. those who want to know the pricing.
If I only create one version of this webpage, I’m favoring one segment of the audience over the other… which means I’m potentially losing business and/or interest.
I’m sure you get the point.
Design is all about decisions, and the efficacy of those decisions is determined by your audience’s reactions.
So, what I’d like to propose is a multivariate approach to design. Think of decision as you would a decision tree.
Create three to four versions of a page, understanding that each version is meant to attract a different subset of your audience.
Multivariate testing allows you to have more creative freedom.
You don’t have to try to find the one-size-fits-all option. You can be specific and bold in your choices.
The best part?
When you deploy each option to the intended audiences, you’ll see how each subset responds and you’ll have a better understanding of what convinces them to purchase.
And that’s what we really want.