Word of the week: Multivariate testing
The purpose of multivariate testing is to measure the success of your landing pages over time to continually grow and improve marketing efforts. Pardot provides this feature, which allows marketers to set as many as landing pages against each other as desired. All of the landing pages will be weighed at a customized percentage. This is helpful in situations where one version of the landing page should weigh more heavily than another. When setting up the test, a unique URL will be created to leverage across a campaign will be created. Using the single URL for the multivariate test will allow for the test to run, sending visitors at random. One thing to note is that once a visitor sees one version of the landing page test, unless the clear their cookies, they will continue to receive that version each time the visit the link to maintain a consistent experience. Running multivariate tests are helpful to decide what kind of landing page is successful for your specific audience. You can test things like form on the left vs the right, amount of copy, the offering being called out, or the look and feel. Running reports on the tests after a defined amount of time will allow for marketing teams to continuously develop campaigns that work for their audience.