Faced with the time and expense involved in conducting A/B split tests or multivariate tests, many companies choose not to test their webpages at all. Why not start with a sequential test?

A sequential test is when you put up version A of a page for one week, then replace it with version B for the following week. The duration need not be a week. It could be a few hours or a day or two.

How long you leave each version up will depend on the volume of traffic your pages receive. You want both A and B up there long enough to get enough traffic for some reliable results.

The testing experts reading this will likely now cry, "Foul!" They will tell you that pages tested over different periods of time are subject to validity errors due to potential outside influences. This is among a class of validation threats collectively referred to as history effects.

This is true. A sequential test is more vulnerable to validity errors than an A/B or multivariate test.

However, a sequential test can still offer valuable insights. It can, for instance, help you decide whether more extensive testing is warranted.

Get the full story at iMedia Connection