{"id":81402,"date":"2018-04-12T09:00:00","date_gmt":"2018-04-12T08:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=81402"},"modified":"2018-04-10T08:58:11","modified_gmt":"2018-04-10T07:58:11","slug":"essential-ab-multivariate-testing-tools","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/","title":{"rendered":"Essential A\/B and Multivariate Testing Tools."},"content":{"rendered":"<h2>Use these testing tools to help structure your experiments and boost your conversion rate<\/h2>\n<p>A\/B tests allow you to run one or more different versions of a\u00a0page which may include one or more of different features such as a call to action, a hero banner or other page elements compared to a control version. Multivariate testing enables you to test multiple elements at the same time. This requires more traffic and more time spent on set up, but gives the benefit of being able to isolate the impact of each element on conversion and average order value.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/ecommerce\/essential-ecommerce-management-tools\/attachment\/convert-quarter\/\" rel=\"attachment wp-att-78155\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-78155\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter.jpg\" alt=\"Convert\" width=\"622\" height=\"563\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter.jpg 1240w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter-150x136.jpg 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter-550x498.jpg 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter-768x695.jpg 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter-700x633.jpg 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/10\/Convert-Quarter-250x226.jpg 250w\" sizes=\"(max-width: 622px) 100vw, 622px\" \/><\/a><\/p>\n<p>Improving leads or sales through driving more users down the conversion funnel is the primary goal of these tools. They simplify the process of running these tests, allowing control over the test variables (e.g. how much traffic is sent to the various test versions), provides statistical analysis of the outcomes and provides comprehensive reporting.<\/p>\n<div class='postauthor si-guide-block'>\n                    <div class='col-md-4 col-sm-12 si-icon-holder'>\n                        <a target='_blank' href='https:\/\/www.smartinsights.com\/quick-wins\/how-to-do-website-user-testing-to-increase-conversions\/'>\n                      <img style='border: 0px;box-shadow: none;' src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/03\/User-testing-cover-106x150.jpg' alt='How to do website user testing to increase conversions'>\n                        <\/a>\n                    <\/div>\n                    <div class='col-md-6 col-sm-12'>\n                        <p><strong>10 things you can user test on your B2B website<\/strong><\/p>\n                        <p>Explore reasons to do user testing, how to create a hypothesis for a test, and how to pitch user testing to your manager. We will also cover practical steps on how to write test scripts, how to carry out user testing, how to analyse results and how to interpret those results to make change happen.<\/p>\n                        <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/quick-wins\/how-to-do-website-user-testing-to-increase-conversions\/'>How to do website user testing to increase conversions quick win<\/a><\/p>\n                    <\/div>\n                <\/div>\n<h4>Key things to consider before purchasing and using these tools:<\/h4>\n<ul>\n<li>You need enough traffic to test each variant in order to achieve statistical significance (i.e. complete the test and determine a winner). This is unlikely to be a problem for your high traffic pages or for testing the clickthrough rate of your campaign landing page. However, traffic volumes may be an issue in the conversion funnel which is where these tools can bring the greatest value leading to a long time for test to complete (many weeks or months in the worst cases).<\/li>\n<li>\u00a0Not everything needs to be tested so be careful not to fall into that trap. Setting up and running a test requires time and resource, as do interpreting and acting on the results. Ensure each test has a clear rationale and hypothesis<\/li>\n<\/ul>\n<h3>Convert<a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/convert-com\/\" rel=\"attachment wp-att-81418\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-81418 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Convert.com_.png\" alt=\"convert-com\" width=\"141\" height=\"53\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Convert.com_.png 297w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Convert.com_-150x57.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Convert.com_-250x94.png 250w\" sizes=\"(max-width: 141px) 100vw, 141px\" \/><\/a><\/h3>\n<p>Convert allows A\/B and multivariate testing using a visual WYSIWYG editor after the addition of asynchronous code. It is a SaaS application allowing unlimited projects and users, and seamlessly imports Google Analytics goals. The easy integration with Google Analytics is a handy addition to this tool that is not evident from others, but which will enable the reporting of tests and the website behaviour from the same interface.<\/p>\n<h4>Key features<\/h4>\n<ul>\n<li>Multi-domain A\/B and multivariate testing and tracking, development tools for jQuery, JavaScript and CSS, with comprehensive reports<\/li>\n<li>Create and edit tests quickly, test e-commerce products and category pages<\/li>\n<li>Integrates with Google Analytics for real-time data and extended segmentation.<\/li>\n<\/ul>\n<h3>Visual Website Optimiser<a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/vwo\/\" rel=\"attachment wp-att-81419\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-81419 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/VWO.png\" alt=\"vwo\" width=\"137\" height=\"66\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/VWO.png 377w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/VWO-150x72.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/VWO-250x120.png 250w\" sizes=\"(max-width: 137px) 100vw, 137px\" \/><\/a><\/h3>\n<p>VWO allows A\/B and multivariate testing using a point-and-click editor after the addition of asynchronous code, but is designed for client-side only. It can be used to test full and fractional factorial MVT depending on the requirements. Simple and intuitive to use requiring little technical skill. The tool also offers additional products such as behavioural targeting, heatmaps, usability testing etc. giving a holistic view within the one platform.<\/p>\n<p>This tool is one of the market leaders within smaller businesses and therefore offers the usual features expected from an A\/B or MVT tool. It also includes a feature called \u2018The Idea Factory\u2019 which is a repository of best-practices ideas to test to help users get the most from their subscription if they are lacking expertise to devise tests themselves.<\/p>\n<h4>Key features:<\/h4>\n<ul>\n<li>Target and experimentation tools<\/li>\n<li>Research and user feedback<\/li>\n<li>Analytics and reporting including heatmap reports<\/li>\n<li>Targeting and personalization<\/li>\n<\/ul>\n<h3><a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/optimizley\/\" rel=\"attachment wp-att-81420\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-81420 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/optimizley.png\" alt=\"optimizley\" width=\"194\" height=\"61\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/optimizley.png 194w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/optimizley-150x47.png 150w\" sizes=\"(max-width: 194px) 100vw, 194px\" \/><\/a>Optimizely<\/h3>\n<p>Optimizely provides A\/B and full factorial multivariate testing with easy integration.\u00a0Unlike Convert, this tool cannot be self-hosted and appears to only be offered as a self-service tool. Although plans can be customized at enterprise level, there is no full-service option available.\u00a0The basic subscription is limited in functionality offering restricted access, but the only other option seems to be the customized plan. There is, therefore, no clarity on the price of premium subscriptions since this tool makes most of its revenue from larger enterprise businesses and therefore their tool is less likely to focus attention on servicing the smaller end of the market.<\/p>\n<h4>Key features:<\/h4>\n<ul>\n<li>Easy installation with a visual editor<\/li>\n<li>Testing tools \u2013 A\/B and MVT<\/li>\n<li>Personalisation experimentation<\/li>\n<li>\u201cAlways-valid\u201d analytics \u2013 to see results at any time<\/li>\n<\/ul>\n<h3><a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/maxymiser\/\" rel=\"attachment wp-att-81421\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-81421 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Maxymiser.png\" alt=\"maxymiser\" width=\"202\" height=\"43\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Maxymiser.png 591w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Maxymiser-150x32.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Maxymiser-550x117.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Maxymiser-250x53.png 250w\" sizes=\"(max-width: 202px) 100vw, 202px\" \/><\/a>Maxymiser<\/h3>\n<p>Seen to be the leading provider of cloud-based software for testing and personalization, Maxymiser offers a wealth of sophisticated tools and a significant knowledge-base.\u00a0Since the acquisition by Oracle, it is now part of the Oracle Marketing Cloud, which means it is integrated with other products and can be used simultaneously for closer testing and analysis if required. It does, however, mean that it is a premium enterprise service.<\/p>\n<p>This tool is possibly the best-known and most sophisticated tool for larger<br \/>\ncompanies that require a more bespoke testing approach. It allows HTML emails<br \/>\nto use the functionality and test designs with the option of integrating with its<br \/>\nCRM platform to collate and analyze big data for greater insight.<\/p>\n<h4>Key features:<\/h4>\n<ul>\n<li>A\/B and MVT tools<\/li>\n<li>Content personalization<\/li>\n<li>Mobile and app optimization<\/li>\n<li>Customer insight data<\/li>\n<li>Big data integration (CRM)<\/li>\n<li>Can integrate with most analytics providers<\/li>\n<\/ul>\n<h3>Adobe Target<a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/adobe-target\/\" rel=\"attachment wp-att-81422\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-81422 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Adobe-Target.png\" alt=\"adobe-target\" width=\"205\" height=\"47\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Adobe-Target.png 541w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Adobe-Target-150x34.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/12\/Adobe-Target-250x57.png 250w\" sizes=\"(max-width: 205px) 100vw, 205px\" \/><\/a><\/h3>\n<p>Adobe Target is a comprehensive enterprise A\/B, multivariate testing and personalization platform working across all devices.\u00a0Similar to Maxymiser, Target is now part of the Adobe Cloud which offers full integration with Adobe Analytics and content management products. Includes visual editor for micro-tests.<\/p>\n<p>Target is popular with larger e-commerce sites for the real-time automated self-learning personalization engine. It allows you to use pre-set or customized rules, including visitor location and specific audiences based on real-time data. Target also has an extensive range of out-of-the box targeting rules for you to choose from. Most recommended for larger enterprise businesses given the cost.<\/p>\n<h4>Key features:<\/h4>\n<ul>\n<li>A\/B and MVT<\/li>\n<li>Automated personalization tools<\/li>\n<li>Mobile app optimization<\/li>\n<li>APIs can integrate Target with data from web analytics,<\/li>\n<li>CRM, partner and other 3rd parties to enable further customized segmentation and targeting.<\/li>\n<\/ul>\n<h3>Omniconvert<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-93425 alignright\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-550x103.png\" alt=\"Omniconvert Logo\" width=\"187\" height=\"35\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-550x103.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-150x28.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-768x144.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-700x132.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1-250x47.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2017\/01\/omni-black-1.png 851w\" sizes=\"(max-width: 187px) 100vw, 187px\" \/><\/p>\n<p>Omniconvert covers three essential features that any marketer needs in order to optimize the conversion rate: surveys, A\/B testing and real-time web personalization.<br \/>\nBesides this, Omniconvert allows a single login to use all the features. Thus, it doesn\u2019t affect the loading time of the website\u2019s pages as if you will use 2 or more different tools.<\/p>\n<p>The users of\u00a0Omniconvert\u2019s CRO software are able to vote for new features that enable higher conversions rates maximizing revenue and improving user experience for marketing professionals using Omniconvert to convert their traffic into sales.<\/p>\n<h4>Key Features:<a href=\"http:\/\/www.smartinsights.com\/conversion-optimisation\/ab-multivariate-testing\/essential-ab-multivariate-testing-tools\/attachment\/omni-black-1\/\" rel=\"attachment wp-att-93425\"><br \/>\n<\/a><\/h4>\n<ul>\n<li>A\/B Testing with advanced visual editor<\/li>\n<li>Gain Behaviour insights with surveys<\/li>\n<li>Personalize your website in real-time with an advanced segmentation engine<\/li>\n<li>Segment the traffic<\/li>\n<\/ul>\n<div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/essential-digital-marketing-tools\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2016\/03\/Free-Essential-Digital-Marketing-Tools-2024-106x150.png' alt='Essential digital marketing tools'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Download resource \u2013 Essential Digital Marketing Tools<\/strong><\/p>\n                    <p>This free guide shows our entire digital tools infographic and links to the full version referencing all the tools.<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/essential-digital-marketing-tools\/'>Essential digital marketing tools<\/a><\/p>\n                <\/div>\n            <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Use these testing tools to help structure your experiments and boost your conversion rate A\/B tests allow you to run one or more different versions of a\u00a0page which may include one or more of different features such as a call &hellip;..<\/p>\n","protected":false},"author":137918,"featured_media":78155,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[379],"tags":[1138],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Essential A\/B and Multivariate Testing Tools. | Smart Insights<\/title>\n<meta name=\"description\" content=\"Use these testing tools to help structure your experiments and boost your conversion rate A\/B tests allow you to run one or more different versions of a\u00a0page which may include one or more of different features such as a call to action, a hero banner or other page elements compared to a control 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