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59 Things You Can Test on Your Website

Saturday, March 31st, 2012 · Posted by Susan Tatum · in No Comments

When it comes to optimizing web pages to get the most people to take action, pretty much any element on the page is fair game.

Here’s a list of things we’ve tested. I’m posting it here in the hopes that it will help you design your experiments.

Pages & Processes

  1. Landing pages
  2. Homepage
  3. Forms
  4. Purchase funnel
  5. Shopping cart
  6. Application UI
  7. Free trial page
  8. Newsletter Subscription page
  9. Registration page
  10. Free-to-paid process
  11. Download demo process
  12. Upgrade subscription process
  13. Account setup
  14. Account deletion
  15. FAQ page
  16. About Us page


  1. Headline
  2. Sub-heads
  3. Body text
  4. Bullet points
  5. Calls to action
  6. Buttons
  7. Form fields
  8. Images
  9. Overall layout
  10. Overall style
  11. Pricing
  12. Promotional offers
  13. Video
  14. Free trial versus money back guarantee


  1. Font
  2. Type size
  3. Type color
  4. Spacing
  5. Contrast
  6. Amount of text


  1. Content
  2. Image size
  3. Image shape
  4. Special effects
  5. Placement on page
  6. Animation vs no animation


  1. Button shape
  2. Button size
  3. Button color
  4. Drop shadow vs no drop shadow
  5. Words on the button
  6. Color of words on the button
  7. Placement

Bullet points

  1. Bullet icon
  2. Number of bullets
  3. Order of bullets
  4. Absence of bullets


  1. Amount / type of info required
  2. Layout of fields
  3. Colors used
  4. Font used
  5. Single page vs multi-page
  6. Display of privacy policy


Not only can each of these elements alone make a difference in your acquisition rate, the way they are combined on the page also makes a difference. That’s the beauty of Muvandy – it will test as many combinations as necessary to get the most productive version for you.

What is Multivariate Testing?

Friday, March 30th, 2012 · Posted by Susan Tatum · in No Comments

Technically – and according to Wikipedia — multivariate testing is a “process by which more than one component of a website may be tested in a live environment”.

To a website owner or application developer, it’s an awesome tool for getting more customers, users or leads.

Why do you need it?

The main objective of your key conversion pages is to get visitors to take action – sign up for a free trial, upgrade to a paid version, subscribe to your newsletter, request a quote … whatever. We know from years of experimenting and sharing results that website visitors’ decision to take action is affected by all kinds of crazy things like colors and fonts and headlines and images, and even the way these elements are positioned on the page.

It’s pretty much unpredictable.

Testing removes the guesswork

The only way to know for sure which combination of elements is going to get the most action is to test all the combinations against each other – showing each version to a portion of your visitors and measuring how many do what you want them to do. Then use that data to pick your winner.

This is multivariate (or multi-variable) testing.

Why is it better than A/B testing?

With A/B testing you test one full page against another. Your experiment is limited in scope by how many pages you want to build.

Multivariate testing allows you to test individual elements in different combinations without having to build actual pages. You are MUCH more likely to find the very best performing combination with this type of testing.