Content performance testing is a process used by content marketers to help enable them to identify any potential optimization opportunities as well as any advantages for audience targeting and engagement. There are two common techniques used during this process and they are A/B testing — also known as “split testing” — and multivariate testing (MVT).
Multivariate testing is numerous A/B testing of more than one component of a Web site at the same time and in a live environment. Content performance testing allows content marketers to compare multiple pieces of content to different viewers. With content performance testing, content marketers are looking for the viewer’s different or similar reactions to your web pages.
How long does the viewer remain on the landing page? Did they leave your site immediately or did they spend some time exploring other pages? This information will help you produce better results in the future by focusing on the page or pages that visitors are more attracted to.
The A/B Testing Process
The A/B testing process uses two variants – A and B – to test the success of pages within a Web site or blog. During this process, the two pages being compared are pages that are identical with the exception of one variation that could affect a user’s behavior. For example, compare an older version of a web page with a newer version, etc. You can perform A/B testing yourself with content management platforms such as:
- The Adobe Marketing Cloud
- Visual Website Optimizer
All of these platforms are equipped with the tools that you’ll need to effectively test your content. Google Analytics now has a new feature to provide A/B testing called Content Experiments. This testing method by Google is set up to enable you to test up to five different versions of any given web page at the same time.
Things to Consider when Performing Content Testing
The four major applications to consider when performing content testing include:
- Layout and design
- Tweaks made to elements of your web pages content such as headlines, opening paragraphs and featured pictures.
- Mapping your content
- Understanding your social media audience
Steps to Performance Testing your Web site or Blog’s Content with A/B Testing
- Choose the content, design or other elements of the web page(s) that you’d like to test.
- Set the goal that you would like to achieve with the creation of a hypothesis or questions that you would like to test or answer.
- Make the page element changes that you need to change, so you can compare the “new” with the “old”
- Gather an equal amount of visitors for each page that you’ll be testing during you’re A/B testing process and then analyze your results.
Why You Should Performance Test your Site or Blog Content
Testing plays just as important of a role with your content on your Web site or blog as the content itself does. Testing enables you to make necessary improvements to your Web site or blog in order to increase organic traffic, usability and to generate sales. Performance is an essential part of any content marketing campaign and should be implemented by anyone that desires to be successful in the world of on-line marketing.