Kentico CMS 7.0 On-line Marketing Guide



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Making improvements on a website can be a difficult process, since it is often not possible to know ahead of time whether changes will have a positive effect, or which modification out of several options will bring the best results. You can resolve these issues by running optimization tests for pages.


Optimization testing allows you to create different versions of a page (or specific parts of a page) and evaluate them according to the behavior of the website's visitors. You can confirm which changes are actually beneficial and use the content that works best for the users who visit your website. The testing process does not interfere with browsing on the website. Visitors do not need to give any feedback manually.


There are two different techniques that you can use to optimize pages. Each type of testing has its advantages and is intended for different scenarios:


A/B testing

Multivariate testing (MVT)

Divides incoming traffic between two or more different variants of a page

Tracks the results for each page variant as a whole (measures the combined effect of all changes made to the page)

Allows you to make multiple modifications to the content of a single page

Tracks the results for each specific change on the page

Pros & Cons:


Usually more straightforward, easier to set up and evaluate

Most suitable for situations where you need to test a single variable element or a full redesign that changes the entire appearance of a page

Each variant is a separate document in the content tree

Pros & Cons:


Better option for evaluating multiple variables on a single page

Allows you to monitor the effects of individual modifications with a greater degree of detail

Typically involves more tested variants, so may require more time (or site traffic) than A/B testing to get meaningful results


Both types of optimization testing measure results by tracking the activity of users after they access the tested page and view one of the different content versions. Actions that are desired from visitors are represented in the system as Conversions. Typical examples of conversions are product orders, registrations, newsletter subscriptions, views of special pages etc. When a user performs the action tracked by a conversion, the system logs a Conversion hit. To learn more about conversions and how they can be implemented on your website, please read the Conversions chapter.


Testing is most recommended for key sections of the website that receive the most traffic, such as the default home page (landing page).