Many small businesses who rely on web ads gloss over the importance of multivariate market testing, also known as A/B testing, or split testing in some forms. Multivariate testing involves two or more versions of the same ad, content, landing page, pitch and messaging with incremental differences designed to be carefully tracked and to provide publishers with valuable performance data that guides future iterations of each ad. Perhaps businesses who don’t do A/B testing think that they do not have the resources necessary to devote to such a project, or they feel that their ad creation skills are superior and don’t need testing.
Most importantly, while advertising and marketing experts know that A/B testing is essential to creating the best converting sales funnel, many are unable to process the wealth of information that their tests earn them in a fast enough way to benefit from the most current data. Now new next generation multivariate testing tools like Khepri.tech are finally making multivariate testing an affordable and easy to implement advantage for anyone to implement quickly.
Effective A/B testing increases profits, click through rates and other metrics that require constant optimization as part of your marketing efforts. It only makes sense. You have to test things to know what works, and you have to be able to act on the massive amount of free information available to you from properly tracking the results of each ad you place. Most marketers say that just doing a few A/B tests is not enough. If they had their way, companies and advertisers would be testing 100s of samples each day to get the most effective results possible.
According to case studies performed by market experts, A/B testing helps companies increase their bottom lines. One case study showed that Kiva, an online loan non-profit increased their donations by 11% using A/B testing to verify a hypothesis. Sony did A/B testing to see if personalized banner ads would increase click through rates – and it did – by 6%. As you can see, the benefits of A/B testing are vast. Many marketers joke that A/B testing actually stands for “Always Be Testing” because they believe that marketers should always be testing some aspect of their marketing mix.
There are a few important weaknesses of traditional A/B testing. First of all, in any A/B test you would only be able to test one variable at a time. Change an image, or the text, but not both. If you change more than one variable at a time, with A/B testing you won’t know which change caused an increase or decrease in CTR, conversions or whatever it is that you are testing. A/B testing one incremental change at a time also becomes a time-consuming hassle, which is why many just don’t do it. Who wants to constantly monitor each individual change and manually adjust things in real time? That’s why there is so much buzz about a new automated tool on the market that is making it easier for marketers to manage their campaigns with true multivariate testing that can track and adjust to the results of many different variables simultaneously. This new tool, known as Khepri, may quickly change the way site owners accumulate and act on their testing data with amazing speed and flexibility.
Joey Gabra of Khepri.tech
“Why should you use a tool such as Khepri? Well first of all, it has been shown to reduce the costs associated with A/B testing” said Mr. Joey Gabra of Khepri.tech “This is due to the proprietary algorithm our product uses to determine the best functioning ad or ad combination from the data you provide. Khepri starts to utilize the results of your A/B testing immediately, by displaying the most successful ads while still analyzing others simultaneously, so you get the most bang for your buck at every moment of your campaign cycle.”
“Khepri is great for almost any advertising situation, because it is a machine learning system that allows anyone to make better decisions on a real-time performance basis.” added Gabra. “Once you track the necessary information and automate the API, Khepri uses its proprietary algorithm to make the best choice in a fraction of the time, with far more accurate results than manual computations could ever allow.”
The main thing here is that Khepri is a smart product. It can sort results by multiple dimensions such as country, gender, device or other conditions set up by any webmaster. It is also not only limited to CPA or display ads, those are simply the applications in which it has been found most useful. Khepri could be used in any situation to get answers quickly, even the kind of complex decisions that traditional A/B testing analysis would take years to figure out correctly.
“Some multivariate testing tools allow users to define solutions by defining variables. For example, you might say that your banner elements include: a background color with two options (red or blue), an image with three options (Pic1, Pic2 or Pic3), and a call to action text with two options (play or try it now !)” explained Mr. Gabra. “In that instance you would have 2*3*2 = 12 different banner iterations and the traditional tools would be able to say that the blue banner displaying pic2 with the text Play is the best choice. These tools were a great improvement compared to simple A/B testing tools, where you would have to test each combination against the other to find out which is the best. However Khepri.tech is the next generation solution, able to test any number of solutions at the same time without the limitation of A/B testing tools or older multivariate models. Put simply, Khepri is more than multivariate testing… it’s universal testing in real time with amazing speed.”
Khepri is also easy to use for most businesses because it is so easy to integrate with your current practices. There is an API, so that you can easily integrate Khepri into your website, and it doesn’t really matter what programming languages or site architecture you use. Khepri can work with practically anything.
Khepri is a revolutionary testing tool because you can introduce new variables on an existing test and still retain all of the past history of that test. The program will simply adjust to include this new factor and continue doing the analysis with the additional variable included. You can finally put the results of your tests to use in the real world before the data goes stale!
If you’re interested in using Khepri, you should also know that it is a hosted solution and companies only pay for what they use. There are no set up fees, no monthly or rev-share requirements with Khepri. So, if you have been putting off your own campaign testing analysis because you thought it was too difficult, time consuming or expensive… those excuses will likely vanish with a simple click of this link: www.Kehpri.tech
Justin Ross is the owner of BlueOctop.us consulting. He started as a technologist during the early days of Palm Computing, became a seasoned veteran of Internet 2.0 startups including 'lots of failed entities no one heard of', and parlayed those learning experiences into major successes as the director of ‘making things better’ for Endurance International, and now serves as a key contributor to the explosive growth of several well known brands in the digital marketing and high traffic monetization verticals.
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