Multivariate Testing
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Multivariate testing (MVT) is a technique for Web site optimization. While the business community has used it for years to learn how choices affect rate of sale, it is just beginning to realize its potential for nonprofits to better understand what inspires users to take action, donate, or get involved.
What is MVT?
- A powerful tool for fine-tuning Web sites and increasing performance on key pages that already follow best practices, but need an extra boost.
- A way to maximize the amount of testing that can be done in a short period of time while gaining insight into the best performing combination of values.
- An ongoing program that can support all of your site’s goals through iterative testing.
MVT optimizes a Web page by measuring the effectiveness of multiple components of that page at once. The goal is to find the combination of elements that work best alongside each other to maximize the most desired actions, whether that is to make a donation, sign up for updates or make a pledge. MVT allows organizations to identify and optimize areas of a Web page that inspire the most users to take to take the next step.
