Part of being a great marketer is to always evolve with your audience. Doing this intentionally is the key to an organization’s success. Luckily, Marketing Cloud Account Engagement (Pardot) offers its customers Multivariate Testing, which measures the landing page performance over a period of time to determine the best variation.
What is Multivariate Testing?
The answer to this question is in the name. Multivariate Testing looks at multiple variables applied to several variations of Pardot Landing Pages to determine which version performs best. Once you have created your variations, they are randomly assigned to visitors to assess and track performance.
How does Multivariate Testing Work?
To begin, you will want to determine which variables are most important to you and the team to measure. We recommend no more than three variables change per landing page. For example, some of the more popular variables may include the page layout, headline, call to action, form fields, colors, and logos.
Build Your Pages to Test
Once you determine the variations, you will want to build a minimum of two landing pages. Remember to name your Landing Pages in a way that will differ them from one another for reporting at a later date.
You will want to make your landing pages using the differing variations prior to enabling the Multivariate Test. Once you have created your Landing Pages, take the steps below to complete the Multivariate Testing process.
- Navigate to Marketing > Landing Pages > Multivariate Testing
- Name your test, including the purpose or end goal
- Select your Salesforce Campaign
- Provide a unique vanity URL
- Select the Landing Pages you wish to use and their weight percent (50/50 for two, or 33/33/33 for three)
- Click “Create Multivariate Test”
- Use the link generated to direct users to the landing page
Check the Reporting
For reporting, you want to ensure that the multivariate test runs long enough to receive a measurable sample size. Once you have reached an optimal size, you can go to Reports > Landing Pages to see the multivariate statistics, including page views, conversions, conversion rate, and the winning page.
Don’t be surprised if you go through multiple variations and manipulations of the landing pages or specific elements on those landing pages in order to pinpoint the most ideal version.
Multivariate Testing is a highly effective tool at the disposal of all Pardot users, and should be used routinely to measure performance and improve your audience targeting. This will likely result in a higher conversion rate and will show that you can grow with your audience.