Here at The WebMarketing Group we have long been advocates of multivariate analysis (M-VAP). While web marketing aims to increase traffic, online visibility and other key web marketing metrics, the most important metric to focus on has to be the return on investment and conversion rates.
M-VAP analyses the way visitors interact with your website, what drives them to take a desired action and by analysing a portion of live traffic against subtle design tweaks, can help identify the optimum website design and layout.
These subtle changes might include colour variants, where you place key calls to action, where you place offers and the like. Visitors are unaware that they are active participants in behavioural analysis and, backed by a thorough understanding of web analytics, the best solutions can be found.
We aren’t alone in the use of multivariate analysis. Waterstone’s have recently launched multivariate analysis to increase their conversion rates and they join other large brands already using multivariate analysis.
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