Advantages and Disadvantages of A/B Split Testing for Landing Pages
Marketers can increase their conversion rates dramatically — and in a short period of time — by testing alternative landing page designs.
There are two types of testing marketers can do: multivariate and A/B split testing.
With multivariate testing, marketers mix and match several page elements at once — such as headline, layout, images and call-to-action messaging — in an effort to determine which combination produces the best results. But multivariate tests can be complex to set up and analyze.
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