About Cultural Multivariate testing
Multivariate testing allows for substantial improvements to conversion rate (such as, unique visitors to sales) through the use of experimental design. These experiments iteratively improve the design of a page, each time providing a lift in conversion rates. The tests do not require any special user interaction and are of minimal cost to implement and perform.
Multivariate testing (MV testing) is the process of creating variations to elements in a web page such as the headings or calls to action, and testing all these different variations together to see which combination makes site visitors convert the most. MV testing lets you try out several different theories in one go, and pick the best result.
Oban Multilingual has been operating in the arena of international e-commerce for many years and our cumulative experience shows that website cultural optimisation is a vital step to global success. Any business with a multilingual online presence can and should maximise their ROI or website performance in each specific market separately, as business practices and people’s preferences vary from culture to culture, even in the age of globalisation. Any cultural multivariate software needs to be able to handle multiple languages and we have found there is a lack of consultancy for cultural multivariate testing, the knowledge of what to test for each culture.
That’s why we created GlobalMaxer – our cultural multivariate testing tool, which can help our customers understand their website visitors and their needs. Along with the tool, we provide our clients with our know-how for improving performance and usability across their multilingual/international websites.
Glossary
Multivariate or Multivariable Testing:
Multivariate testing is a process by which more than one component of a website may be tested in a live environment. A/B split tests are usually performed to determine the better of two content variations, multivariate testing can theoretically test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and computational power.
Cultural Multivariate or Multivariable Testing:
Cultural multivariate refers to multivariate testing with a focus on the multilingual or international differences in website design. In particular usability experts accept that users preferences and expectations vary widely from culture to culture and therefore should be catered to individually for the best response.
A/B Split Testing:
An A/B split test compares two or more Web pages. The most basic A/B split test compares 2 pages, identical in all aspects but one (for example, different headlines). During the test, visitors are shown one of the pages (“A” or “B”), asked to perform a conversion action, and the results from the two pages are compared.
Elements:
An individual section of the design page to be tested such as a call to action.
Alternatives:
Different options for elements such as a green call to action , red call to action etc.
Combinations:
A set of alternatives which will be tested together such as a green call to action at the top of the page or a green call to action at the bottom of the page. The more combinations the greater number of conversions needed to give a statistical significant result.
Experiment:
The test of the chosen combinations over an agreed time period to ascertain the best performing combination and therefore alternative for each element.
About Oban Multilingual
Oban Multilingual is an expert in multilingual SEO and international SEM. We have been conducting international website usability testing since 2000.
During that time we have advised government agencies and multinational companies on how best to improve their online usability for international audiences.
Our work in international web usability is based on the cultural and linguistic impact of the interface and looking at how people in different countries interact with a website, along with discovering those people’s expectations.
As such as we have many year’s experience in improving clients websites performance by using our cultural knowledge. With teams in over 26 countries worldwide, we are unique in being able to offer expert localised search strategies for a number of multinational companies. This level of local knowledge is crucial if you want to achieve the best ROI possible and CPA targets on a global scale.