Welcome!

CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

Related Topics: CMS, Microservices Expo

CMS: Blog Feed Post

Landing Page Optimization

The primary objective of landing page testing is to predict the behavior of your audience

Landing page testing: The primary objective of landing page testing is to predict the behavior of your audience given the specific content on the landing page that they see. You will collect a limited sample of data during your test, summarize and describe it, and predict how people from the same traffic sources will act when interacting with the page. The ultimate goal is to find the best possible version of the landing page among all of the variations that you are testing.

Variable

The word variable (when used by it) means a page element that you have selected. For example, a variable might be the headline of your landing page, or a whole-page redesign. In multivariate testing, a variable is also commonly referred to as a factor.

Branching Factor

The total number of possible values for a discrete variable is called its branching factor. the branching factor must be at least 2 (the original version and one alternative).

Recipe

A recipe is a unique combination of variable values in your test.

Multivariate Testing

The purpose of multivariate testing is to simultaneously gather information about multiple variables, and then conduct an analysis of the data to determine which recipe results in the best performance.

Multivariate testing approaches differ on three important dimensions:

  • How the test is constructed (deciding what to test)
  • How the data is collected

The data can be collected in a full factorial or fractional factorial fashion

  • How the data is analyzed

The subsequent analysis can be either parametric or nonparametric

If you choose an arbitrary test construction, you may not be able to use fractional factorial approaches. Likewise, if you choose fractional factorial data collection and test construction, you automatically lock yourself into a very restricted subset of parametric models for your subsequent data analysis (i.e., non-parametric analysis is impossible if you conduct fractional factorial data collection).

Search Space Size

The number of unique recipes in your test is your search space size.

Test Construction

When you are deciding how to construct your test, there is an important distinction that must be made: Is your test structured or unstructured?

Unstructured designs are by far the simplest to implement. You simply choose exactly how many variables you want to test, and the branching factor for each one. As long as you are reasonable, you can choose very different numbers of values for each variable. For example, you can pick 7 different headline, 2 button colors, and 9 calls-to-action. This allows you to pay particular attention to the test elements that you think will result in the greatest performance improvements, and devote more of your test sampling to finding the best values for them. The branching factor is simply a function of how many good creative alternatives you want to test for a particular variable. If you choose full factorial data collection, you will enjoy the benefits of unstructured designs.

Structured designs are an artifact of fractional factorial data collection. By assuming a specific underlying model, they force you to have a specific shape to your test. In other words, the number of variables and their branching factors are predefined, and cannot be violated. For example, you might be forced to have one variable with a branching factor of two and seven variables with a branching factor of three. There are a number of standard test constructions to choose from, but you must use one of them.

Data Analysis

Parametric data analysis in landing page optimization builds a model of how the variables tested (the "independent variables") impact the conversion rate (the "dependent variable"). For each recipe in your search space, the model will produce a prediction of the expected conversion rate (or other optimization criterion of interest). Unless you happened to have sampled data on the exact recipe predicted by the model as being the best, you do not really know if the prediction will hold up. That is why it is critical to run follow-up A-B split tests between the predicted best challenger recipe and the original baseline recipe for all parametric data analysis methods.

By contrast, non-parametric data analysis does not try to build a model based on the input variables. Non-parametric methods try to identify the best challenger recipe, but without being able to tell anything about why it is the best, or exactly how much better it is than your baseline.

The two approaches are unrelated and are answering different questions. They are both recognition of the fundamental reality that only so much useful information can be extracted from your data collection sample. The only question is what you want to do with the data. You can try to create a general model of the output variable and try to describe it in terms of the input variables, or you can find the best individual recipe and not know why it is the best.

Although there are some difference among these common fractional factorial methods, their basic predictive power, required data sample size, and underlying assumptions are pretty similar. The main difference lies in the test construction and shape of the search spaces that each can be used for. So if you are going to use any of these methods, you should base your decision on your familiarity with each and the number and branching factor of the variables in your test. There is no reason to prefer the Taguchi method over Plackett-Burman, or Latin squares, but since it is gaining currency in landing page testing I will focus on it here.

Conclusion:

There is much more to add in this article and there are certain drawbacks and advantages of each data collection and analysis method. But to conclude my opinion is that Full Factorial Non-parametric Testing methodology is optimum for most of the testing needs. However, there can be other views, and if you have a certain opinion, I will like to hear it on the comments below, thanks.

Read the original blog entry...

More Stories By Mohsin Khawaja

Mohsin Khawaja is a Internet Marketing Manager at Intellectual Works.He occasionally writes on various IT topics along with various SEO, SEM and Internet Marketing articles.
http://www.linkedin.com/in/khmohsin

IoT & Smart Cities Stories
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and G...
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
The current age of digital transformation means that IT organizations must adapt their toolset to cover all digital experiences, beyond just the end users’. Today’s businesses can no longer focus solely on the digital interactions they manage with employees or customers; they must now contend with non-traditional factors. Whether it's the power of brand to make or break a company, the need to monitor across all locations 24/7, or the ability to proactively resolve issues, companies must adapt to...
We are seeing a major migration of enterprises applications to the cloud. As cloud and business use of real time applications accelerate, legacy networks are no longer able to architecturally support cloud adoption and deliver the performance and security required by highly distributed enterprises. These outdated solutions have become more costly and complicated to implement, install, manage, and maintain.SD-WAN offers unlimited capabilities for accessing the benefits of the cloud and Internet. ...
Business professionals no longer wonder if they'll migrate to the cloud; it's now a matter of when. The cloud environment has proved to be a major force in transitioning to an agile business model that enables quick decisions and fast implementation that solidify customer relationships. And when the cloud is combined with the power of cognitive computing, it drives innovation and transformation that achieves astounding competitive advantage.
DXWorldEXPO LLC announced today that "IoT Now" was named media sponsor of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
Founded in 2000, Chetu Inc. is a global provider of customized software development solutions and IT staff augmentation services for software technology providers. By providing clients with unparalleled niche technology expertise and industry experience, Chetu has become the premiere long-term, back-end software development partner for start-ups, SMBs, and Fortune 500 companies. Chetu is headquartered in Plantation, Florida, with thirteen offices throughout the U.S. and abroad.
DXWorldEXPO LLC announced today that ICC-USA, a computer systems integrator and server manufacturing company focused on developing products and product appliances, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City. ICC is a computer systems integrator and server manufacturing company focused on developing products and product appliances to meet a wide range of ...
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.