How can you optimize your product messaging and branding with multivariate testing?

1 What is multivariate testing?

Multivariate testing is a type of experiment that involves changing more than one element of your product at the same time, and observing how they interact with each other and influence your KPIs. For example, you can test different combinations of headlines, subheadings, and calls to action on your landing page, and see which one generates the most sign-ups or purchases. Multivariate testing is different from A/B testing, which only tests one element at a time, and requires more traffic and time to reach statistical significance.

3 How to plan a multivariate testing?

Before beginning a multivariate testing experiment, it is important to plan carefully and follow certain steps. Firstly, you should define your goal and KPIs so that you can measure the success of your product messaging and branding. Additionally, you need to identify your target audience and segments, as well as decide on the elements and variations that you want to test. Finally, you should design your experiment and allocate your traffic accordingly to ensure a valid and reliable outcome. For example, what type of design will you use - full factorial or fractional factorial - and what tools will you use to run and analyze the experiment?

4 How to run a multivariate testing?

When planning an experiment, you must run it and collect data from your users. To do a multivariate testing, you need to implement your variations on your product using a tool or platform such as Google Optimize, Optimizely, VWO, or Adobe Target. Additionally, you should monitor your experiment and track KPIs using a tool or platform that provides analytics and reporting, like Google Analytics, Mixpanel, Amplitude, or Heap. You must wait until the experiment reaches statistical significance and confidence level before trusting the results. The duration of the experiment depends on factors such as traffic, variations, and KPIs; however, it usually takes at least a few weeks to get reliable results.

6 How to apply a multivariate testing?

Finally, you need to apply your findings and implement the changes that will optimize your product messaging and branding. To do so, you must validate the results and test them again with a larger sample size or a different segment, to confirm their consistency and robustness. It is also important to communicate your results and share your insights with your team and stakeholders, so that they understand how and why your product messaging and branding will improve. After launching the new messaging and branding to your users, you should monitor their feedback and behavior to measure the impact of your changes. Multivariate testing is an effective method for optimizing product messaging and branding, as it allows you to test different combinations of elements and measure their effect on your KPIs. However, it requires careful planning, execution, analysis, and application; therefore, you need to use the right tools and best practices to obtain reliable and actionable results.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?