What is Multivariate Testing or MVT?
Multivariate testing is a method of testing multiple combinations of content and call to actions on a website and measuring the results. It provides factual data on what people on a website prefer in terms of layout, call to actions and other content.
Why would I do this – I know what is best?
Do you really? Everyone thinks they are a web expert these days, and there are absolutely some people who live for usability on websites, but every site is different. Customers will react based on the branding, layout, whether they’ve just been paid, what they are looking for – the list goes on. MVT allows you to test different variations and use the one which people on your site use the most.
OK, so how do I get started?
Google Website Optimizer is one of the easiest ways to get started. The experiment wizard gives you instructions on how to install the javascript required, and you then create variations which Google will serve and track the success rate of the original, and the various combinations.
This is all great, but can you give me an example?
That I can. The biggest success I’ve seen to date, is changing a simple button to say “View” instead of “Book”. This increased the numbers of clicks on that button by just under 50% – something which I was amazed at – but the figures say it all!
Key points for MVT
- Don’t start with too many variations, especially on low traffic pages
- A negative result isn’t bad – it shows you’re currently using the better combination – but try another different one
- MVT is constant – don’t stop with the first success story, try and improve on it further
- Allows you to base decisions on fact instead of assumption, and remove problems like design by committee
I’ll touch on this again at a later date and come up with some examples of how I’ve been using it.
UPDATE 1: click here
UPDATE 2 – Freelander 2 off-road: click here
So I collected my shiny new Land Rover Freelander 2 GD TD4 e this weekend, my first adventure into Land Rover. Driving it away from the dealership felt very strange, having previously been sitting in a much lower car for the previous 10 years.
Immediately it felt comfortable and very simple to drive, and feels like you’re actually driving around in a Range Rover. Visibility all around from within the car is very good, as expected when you’re sat so high up, and there is very minimal body roll on the car when cornering – in fact it feels like you’re driving a normal car.
I didn’t go for any extras on my Freelander 2, but it’s well stocked with full automatic climate control, rear parking sensors, 17″ alloy wheels and various other niceties which are all I want or need for everyday use.
I haven’t quite got used to the start-stop technology which comes as standard on the manual version of the Freelander 2, and am toying with the idea of turning it off. How does it work? When you pull up to traffic lights for example, and take the car out of gear – as soon as you lift the clutch the car cuts out – very very weird the first few times! As soon as you need to go again, simply put your foot down, and your Land Rover Freelander 2 will come back to life, quicker than you can get it into gear.
UPDATE 1: click here
UPDATE 2 – Freelander 2 off-road: click here
Battlefield: Bad Company 2 was released on the 5th March, so is it any good?
In short – yes, it’s great fun to play, however there are a lot (and I mean a lot) of niggly little bugs in it which spoil the fantastic gameplay. Things which annoy me the most:
- Certain unlocks not showing in the kit menu – eg. medic kit and ammo kit not being selectable (although they are there in game to be used thankfully).
- “Spotting” people is a nightmare and very inconsistent. You can be looking at someone perfectly and it won’t register, yet you can spam the button nowhere in particular and spot people!
- The server browser is one of the poorest I’ve ever used. This isn’t a new thing, many games have them, yet this lacks the most basic of features.
All of these things are quite trivial really in the overall game. Compared to Battlefield 2 and Battlefield 2142, this game has the balance of infantry to vehicles almost perfect apart from there being a lack of anti-air support. The audio is fantastic and it looks like this could finally be the follow on to Battlefield 2, which has been a long time coming.
The UK launch date for the Apple iPad has been delayed from March to the end of April. Is it going to be worth getting one? The jury is still out I think. Could be a nice replacement for the Macbook around the house though.
