Live Environment Execution
In live environment MVLPO execution, a special tool makes dynamic changes to a page so that visitors are directed to different executions of landing pages created according to an experimental design. The system keeps track of the visitors and their behavior—including their conversion rate, time spent on the page, etc. Once sufficient data has accumulated, the system estimates the impact of individual components on the target measurement (e.g., conversion rate).
Live environment execution has the following advantages:
- Capable of testing the effect of variations as a real-life experience
- Generally transparent to visitors
- Relatively simple and inexpensive to execute
Live environment execution has the following disadvantages:
- High cost
- Increased complexity involved in modifying a production-level website
- Long period of time required to achieve statistically reliable data. This situation is due to variations in the amount of traffic that generates the data necessary for a decision.
- Likely inappropriate for low-traffic, high-importance websites when the site administrators do not want to lose any potential customers
Read more about this topic: Multivariate Landing Page Optimization
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