The term Experiment in Conversion Rate Optimization refers to the experiments being undertaken in order to test the different forms of the website and how they perform. This allows the marketers to find out the best performing variant, which further helps elaborate the drivers of its performance. There are different types of tests that are used for an experiment in the context of conversion rate optimization.

How It Works?

In an experiment, different variants of a website are designed, each with distinct content. Then the visitors on the website are forwarded to any one of the different links. The behavior of users on different variations of the website is then monitored in light of a certain hypothesis.

As the visitors browse through their particular variation of the website, they display a different behavior as compared to another user who is on another variant. This difference in behavior is actually the key to the answer. The different behavior of traffic on different variations is then analyzed against the stated hypothesis. There are three different types of tests that are used in an experiment—the A/B test, the Multivariate test, and the Multipage or funnel Test.

What Does It Offer?

An experiment is used to test a certain hypothesis. For instance, marketers may associate a certain color with an action. In order to check whether that particular color drives an expected action from the users, an experiment is conducted. In this experiment, some users are exposed to the variant of the website with that specific color (which is supposed to drive a specific action from the users) while others may be exposed to any other random color.