How Testing & Marketing Optimization Drive Website Performance

January 10, 2024 | 4 minute read
Christopher Santini
Senior Consultant, Oracle Digital Experience Agency
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As modern challenges stack up against modern marketers, it is crucial to have an arsenal of tactics to stay ahead of the technological curve. One of the most effective methods of driving website performance in the ever-changing landscape of digital marketing is through marketing optimization, specifically A/B and multivariate testing.

Website testing is the practice of optimizing website performance by comparing multiple versions of a webpage to statistically determine which version performs better. The A/B testing method compares two different versions of a single element on a webpage. On the other hand, multivariate testing (MVT) compares two or more versions of one or more webpage elements simultaneously, giving you valuable insights into which combination of elements works best.

Is A/B testing or multivariate testing better for your website?

What to Test

Whether using A/B testing or MVT, some of the elements that are most commonly tested include:

  • Copy
  • Imagery
  • Call-to-action (CTA) buttons and text
  • Page layout and styling
  • Form design
  • Funnel design
  • Promotions

For more than 80+ testing ideas, get our Website Optimization Checklist via free, no-form download.

Which Victory Metric to Use

The purpose of running these tests is to drive performance in the experiment’s primary metric, or key performance indicator (KPI). Through thoughtful and data-driven experimentation, marketers can consistently improve KPIs across their site.

Some commonly used KPIs include:

  • Revenue
  • Conversion rate (CVR)
  • Click-through rate (CTR)
  • Bounce rate
  • Form submits
  • Time on page
  • Scroll depth

Whichever KPI you use, make sure that it aligns with your business goal. Also, don’t underestimate the ability of top-of-the-funnel changes to impact bottom-of-the-funnel metrics.

Avoid these 19 A/B testing pitfalls.

10 Benefits of Website Testing & Marketing Optimization

Let’s explore 10 benefits of how testing and marketing optimization can drive website performance.

1. Increase KPI Performance

The primary objective of website testing is to discover the most optimal conversion experiences for your visitors. Through diligent and iterative testing, the efficacy of new designs can be proven to ensure you’re constantly displaying the best-performing pages possible.

2. Reduce Risk

Website testing is a cheat code in the toolbelt of marketers to determine how a digital experience will perform before being pushed live into the production environment. Experiences that produce a drop in conversion can be discovered before going live, reducing the risk of implementing a sub-optimal experience for your visitors.

3. Inform Data-Driven Decisions

Practicing website testing enables you to collect valuable information on your visitors. This information can then be leveraged to take the guesswork out of web design. Any site changes made on high-value pages should be backed by data and made confidently.  

4. Save Time

Marketers can save time by using website testing to prove concepts before making costly mistakes. Testing also allows you to make quick tweaks to existing concepts instead of going into a full development sprint to push new ideas to market.

5. Know Your Customers Better

Learning about your consumer base is a pivotal first step in any optimization strategy. Every site has a different consumer base. A test design that performs well on one website might underperform on another—even in the same industry. Testing allows you to discover which concepts resonate with your customers.

6. Identify Areas of Opportunity

Testing enables you to identify which parts of your site are performing well and—perhaps more importantly—which parts of your site are performing poorly. These are the key findings that should directly influence your testing roadmap to optimize poorly performing pages.

7. Drive Innovation

Developing a culture of testing in a marketing organization is crucial to keeping up with the ever-changing landscape of markets and consumer bases. Highly effective marketing teams view testing as an iterative process to consistently innovate on existing concepts.

8. Monetize Winning Experiences

If you can attribute a revenue amount to each conversion, then you can display the results of a campaign in terms of revenue dollars instead of just percentage lift. Results are much more impactful when you can represent them in terms of how much additional revenue a winning experience drives.

9. Optimize for Device Type

The same design that increases conversion on desktop might decrease conversion on mobile, and vice-versa. Running tests across desktop, tablet, and mobile environments helps to eliminate the possibility of hard coding a sub-optimal experience on a device type it was never tested on. It also helps to identify which device type a design is best suited for.

10. Discover the Optimal Personalization Strategy

Testing enables an organization to measure the success of its personalization efforts by easily identifying and catering experiences to high-value segments. Adding a testing component to your personalization strategy gives you the opportunity to prove personalization concepts before launching full-scale campaigns.

Consistent testing is the cornerstone upon which all marketing optimization programs should be built. When practiced correctly, it will enable you to statistically drive your website’s performance and increase overall conversion. By not testing consistently, you are essentially leaving money on the table in the form of forfeited potential KPI increases. Test thoughtfully and often, and you will be on the best path to achieving your digital goals.


Want to take your website optimization program to new heights? Oracle Digital Experience Agency has hundreds of marketing and communication experts ready to help Oracle customers create stronger connections with their customers, partners, and employees, even if they’re not using an Oracle platform as the foundation of that experience. Handling everything from creative and strategy to content planning and project management, we consistently exceed our clients’ expectations, earning a customer satisfaction rate of 96%.

To explore your website optimization opportunities, talk to your Oracle account manager, visit us online, or email us at

Christopher Santini

Senior Consultant, Oracle Digital Experience Agency

Christopher Santini is a Senior Consultant at Oracle Digital Experience Agency. He has experience partnering closely with large global brands across industries to drive digital marketing strategy. Christopher spearheads projects that enable his clients to achieve their digital transformation goals.

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