How to Conduct Multivariate Tests on Call-to-Action Variations

Feb 5, 2023 | Multivariate Testing

How to Conduct Multivariate Tests on Call-to-Action Variations

As digital marketers, we understand the importance of optimizing call-to-action (CTA) buttons to increase conversions. However, it can be challenging to determine which CTA variation will yield the best results. This is where multivariate testing comes into play. In this article, we will explore the process of conducting multivariate tests on call-to-action variations to help you make data-driven decisions and improve your conversion rates.

Understanding Multivariate Testing

Multivariate testing is a technique that allows you to test multiple variations of different elements on a webpage simultaneously. In the context of call-to-action buttons, this means testing various aspects such as button color, text, size, placement, and more. By conducting multivariate tests, you can identify the most effective combination of elements that drives the highest conversion rates.

Defining your Testing Goals

Before diving into multivariate testing, it’s crucial to define your testing goals. What specific metrics do you want to improve? Is it click-through rates, form submissions, or overall conversions? Clearly defining your goals will help you structure your tests and measure success accurately.

Identifying Testing Variables

Next, you need to identify the variables you want to test within your call-to-action buttons. These variables can include button color, text, size, shape, placement, and more. It is important to select variables that have the potential to significantly impact user behavior and conversions.

Creating Test Variations

Once you have identified the variables, it’s time to create test variations for each of them. For example, if you’re testing button color, you might create variations with red, green, and blue buttons. Similarly, if you’re testing button text, you could create variations with different wording such as “Buy Now,” “Get Started,” or “Sign Up Today.”

Remember to create a sufficient number of variations to ensure statistically significant results. The more variations you test, the more accurate your conclusions will be.

Implementing Testing Tools

To conduct multivariate tests effectively, you’ll need to utilize testing tools that can handle this level of complexity. There are several reliable tools available, such as Google Optimize, Optimizely, and VWO, which can help you set up and analyze your tests. These tools often provide an intuitive interface and statistical analysis to make your testing process more manageable.

Running the Multivariate Test

Once you have set up your testing variations and chosen your testing tool, it’s time to run the multivariate test. Ensure that your test reaches a statistically significant sample size before drawing conclusions. This will prevent premature decisions based on insufficient data.

Monitor the performance of each variation closely, keeping an eye on the defined testing goals. Analyze the data collected by your testing tool and look for patterns or significant differences in conversion rates. Remember to give your test enough time to capture a representative sample of user behavior.

Analyzing and Implementing Results

After your multivariate test has run its course, it’s time to analyze the results and draw meaningful conclusions. Identify the winning variations based on the defined testing goals and statistically significant data. These winning variations should demonstrate superior performance compared to the other tested variations.

Implement the winning variations on your website and closely monitor their impact on conversions. Continuously iterate and refine your call-to-action buttons based on the insights gained from your multivariate tests. Remember, multivariate testing is an ongoing process that allows you to continually optimize your CTAs for better results.


Conducting multivariate tests on call-to-action variations is a powerful strategy to improve your conversion rates. By understanding the basics of multivariate testing, defining your testing goals, identifying variables, creating test variations, implementing testing tools, running the tests, and analyzing the results, you can make data-driven decisions to enhance the effectiveness of your call-to-action buttons.

Remember to continuously test and optimize your CTAs to stay ahead in the ever-changing digital marketing landscape. If you found this article helpful, make sure to explore other valuable resources on our website to further enhance your digital marketing knowledge.


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