By Kim Ann King

As Web marketers seek new ways to boost conversion rates and improve their mobile visitors' site experience, interest in mobile multivariate testing is on a feverish rise.

But those unfamiliar with the techniques are often unclear about where to start, or how to ensure success. In this article, I will discuss:

â?¢ A clear definition of what mobile multivariate testing is, and how it differs from another common type of testing: A/B testing
â?¢ How mobile multivariate testing provides a foundation for continuous improvement of your mobile Web marketing initiatives

What is mobile multivariate testing?
Common methods for running controlled experiments on mobile Web pages range from simple A/B testing to sophisticated mobile multivariate testing, also known as multivariable testing.

In A/B testing, one or more new versions of a page or single site element compete against an existing control version. For example, two versions of a headline might compete against an existing headline.

Mobile multivariate testing, on the other hand, is like running many A/B tests concurrently, where there are multiple elements being tested at the same time.

Case in point: two alternate product images, plus two alternate headlines, plus two alternate product copy text, for a total of 27 possible combinations (including the original control versions).

What is important to understand about mobile multivariate testing is that it not only shows you which combination of elements generate more sales or pull more leads, but it reveals which individual elements influence visitor behavioral versus those that do not.

For example, did variations in product image influence visitor behavior more, less or the same as the copy?

Understanding how each mobile site element causes visitors to interact with your mobile site is the essence of a test-learn-repeat process that mobile marketers can use to synthesize new ideas and continually improve their mobile site's ability to achieve -- and exceed -- their marketing goals.

Platform for continuous improvement
The process of mobile multivariate testing reveals not only what works and should be implemented, but also what doesn't work and should be avoided.

Every mobile Web idea, whether content, functionality or campaign related, should be put to the test to determine if it helps or hurts the visitor experience.

While some new ideas lift conversions, others fail -- sometimes significantly. But even with these failures, there is definable knowledge gained over what to avoid the next time.

The ability to test a new idea and look before you leap is an unmistakable advantage that breaks the constraints on mobile marketing innovation.

Only once a solid testing capability is in place, and the impact of any site change able to be quantified, can mobile marketers truly optimize their mobile site's effectiveness.

If you are looking optimize your mobile marketing, multivariate testing can and should be part of your arsenal of analytics and optimization tools.

Kim Ann King is chief marketing officer of Web site optimization firm SiteSpect, Boston. Reach her at