Another Multivariate Testing Case Study

Maxymiser appear to be leading in terms of case studies on their results. In the early days, other multivariate testing vendors such as Omniture and Optimost came out with the best case studies but these guys have just released some good results with UK dating site LoopyLove who have been using multivariate testing to optimise their landing pages and sign up pages.

LoopyLove winning and default variants from their recent multivariate test

To borrow a quote from the case study:

“Loopylove engages Maxymiser to improve site performance, continually testing and improving web content. This test delivered them a 31% increase in membership signups.”

We’ve pinched the pictures of the winning and default variants from this multivariate test for your viewing pleasure. Case studies with all the variants trialled in between are rare, I guess clients and vendors alike consider those to be commercially sensitive.

By rearranging the form options on this first page of the member sign up process and redesigning the progress indicator, LoopyLove have increased conversion to membership by more than 30% according to Maxymiser’s multivariate testing case study on the subject.

It goes to show the dramatic effect that subtle changes to content can have on visitor conversion rate. Multivariate testing is a great means by which to measure that effect and to ensure that your changes are producing uplift rather than down-lift. LoopyLove have learnt valuable lessons here that will allow them to better convert traffic for many years in to the future.

Or should we call them ‘client success stories’ as Maxymiser now does. I guess a case study sounds a little dull so perhaps that new american-style moniker is an improvement, what do you think?

Advertisement