Most of what I could find was around A/B testing, so I suppose that is the obvious answer. Google Optimize will let you use up to 4 landing pages and see which one yields the most results in the final product.
Isn’t this A/B/C/D testing? Well, I googled that, and, I’m kind of right:
When A/B testing is used in this way, a third or even fourth version of the page is often included in
the test, which is sometimes called an A/B/C/D test. This, of course, means that traffic to the site must be split into thirds or fourths, with a lesser percentage of visitors visiting each site
From: Optipedia Optimization Glossary
That lead me down another rabbit hole of univariate testing (same source).
Multivariate testing uses the same core mechanism as A/B testing, but compares a higher number of variables, and reveals more information about how these variables interact with one another. As in an A/B test, traffic to a page is split between different versions of the design. The purpose of a multivariate test, then, is to measure the effectiveness each design combination has on the ultimate goal.
Once a site has received enough traffic to run the test, the data from each variation is compared to find not only the most successful design, but also to potentially reveal which elements have the greatest positive or negative impact on a visitor’s interaction.
Now this is getting good! Any kind of testing that borrows terms like “multivariate” from statistics is cool with me.
BTW, on day 8 we talked about funnel analytics. To reiterate, this is where we track where in the process from “landing page” to “check out” we are losing customers. Back when I posted that (I was so young then, 20 days ago) I would have figured the main reasons for dropping along the process would be:
- Customer changes mind (I do this all the time)
- Customer drops connectivity
- Website Bug
As a tester we should be making sure #3 doesn’t happen. We might not be able to do much about #2 (it depends) and I wouldn’t have thought we could do much about #1. BUT now that we are older and wiser and know about A/B and multivariate testing, we MIGHT be able to make some tweaks to the site to keep that from happening. Cool!