Identifying the right MVT vendor

As MVT becomes increasingly important, Econsultancy have just released their Multivariate Testing Buyers Guide. The report provides tips and advice for identifying the right MVT vendor, including detailed trends and issues affecting the online testing sector. John D’Arcy, Analytics and Insights Practice Director at Foviance explains:

Foviance have worked with a number of the MVT vendors in this buyers guide and as with any data technology there are tools that fit business requirements better than others. We find that once technology issues are solved, businesses still have challenges in achieving value from optimisation tools. When they get the technology and added value combination right, the benefits can be enormous. Where else can you get these sorts of immediate uplifts?

A big challenge is delivering a set of tests that will impact your business immediately and offer meaningful learning. To do this, you need to take a step back and deliver a prioritised roadmap of tests before you start out. Understanding the potential impact of a test can be analysed with web analytics data. However you get much more actionable information by learning from user experience tests, using tools to listen to the voice of your customer and from competitor benchmarks. Prioritising your tests based on these data sources will ultimatley deliver much more value. We find clients who are able to do this coherently are able to deliver a test roadmap that provides both immediate commercial potential and long term customer experience impact.

For more on Foviance’s Multivariate testing and Analytics Services.