MV testing

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Tag code
- Variable entered BEFORE the xtcore.js file
- Independent call AFTER the xtcore.js (version 4.2.013 or later)
In practice

Multivariate (MV) testing, is a method which can be used to compare an undefined number of versions of the same page whilst using different designs and different content for each test version. You will then be able to see which version is the most attractive, the most effective and the most widely accepted by the Internet users who visit your website.

With AT Internet and your online traffic distribution tool, it is possible to measure the different versions of your web pages.

Depending on the different versions of your pages, which are displayed at random, you can use the MV Testing tag to measure the impact that the different versions have on Internet user behaviour

You need to define variables (optimisable zones) and different versions of variables which can be applied to these zones (you can define up to 50 variables and 50 versions for each variable). A complete set of versions and variables forms what is known as a creative (see diagram below).

Example

In a given page P, 4 different variables are defined:
* Heading (variable 1)
* Title (variable 2)
* Text (variable 3)
* Registration button: Subscription (variable 4)

We recommend that one test per page be carried out to obtain the most exploitable results

The tag is made up of the following parameters which need to be entered:

variable xt_abmv = idTest[name_Test]-Wave-idCrea[name_Crea]
idTest and name_test = test ID and test name respectively
idCrea et name_crea = a combination of different versions for each of the variables
wave = a set of creatives

Tag code

There are two different methods which can be used to test the test version.

Variable entered BEFORE the xtcore.js file

Simply place these lines of code before the content code by entering the xt_abmv variable (which contains the test name, wave ID and name of the creative) and by calling the xt_addchain() feature.

<!--

xt_abmv = "idTest[name_Test]-Wave-idCrea[name_Crea]";

//do not modify below

if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;}

else{window.xtparam ="&abmvc="+xt_abmv;};

//-->

Example of the tag

This is the tag code for a creative C (ID 3) of wave 1 which is part of test 1 (ID 1):

xt_abmv = "1[Test1]-1-3[Creation_C]";

//do not modify below
if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;} else{window.xtparam ="&abmvc="+xt_abmv;};
//-->

As far as tests and creatives are concerned (2 compulsory parameters):
* if you only enter an ID, a name will be generated automatically,
* if you only enter a name, an ID will be generated automatically,
* if you enter both an ID and a name, the two are both saved.

An ID must be entered as far as version is concerned.

It is possible to organise several simultaneous optimisation campaigns on the one site. Each test that is carried out will remain independent from the other tests.
Caution: If you create an idCreative along with its list of versions, and then during a later hit you decide to use the same idCreative with a different list of versions, the modification that you have made will not be taken into consideration because it is only the first idCreative that is held on our database.

Important

- The different versions (A, B, etc) must be equally distributed within a wave so as not to favour the use of one version over another in terms of traffic volume. It also means that it is easier to compare the different variables and metrics in this way.
- It is extremely important that Internet users only see one test version of your website whenever they are on your site. If this is not the case, our analysis only takes into consideration the first version that an Internet user will have seen, so as to not interfere with the coherence of the results.

Independent call AFTER the xtcore.js (version 4.2.013 or later)

If you are unable to obtain the value of the different tests displayed on the page before the xtcore.js file is loaded (asynchronous method), you can send all of the information via the xt_mvt() function which will send an independent hit with all of the necessary information.

All you need to do is enter the xt_abmv variable (which contains the test name, wave ID and name of the creative) .

You then need to call the xt_mvt() function by entering the label of the page you are on (xtpage), its level 2 site (xtn2) and xt_abmv.

<!--

xt_abmv = '1[My_first_Test]-1-2[Version2_page_subscription]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

IMPORTANT

Any independent MV Testing hit which is generated through the xt_mvt() will be invoiced at a rate of 0.1SCs.

Example of the tag

This is the tag code for a creative C (ID 3) of wave 1 which is part of test 1 (ID 1):

<!--

xt_abmv = '1[test1]-1-3[Creation_C]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

Important

In practice

Let’s consider the example for two versions of pages with 3 changing elements: the banner, the title and the subscribe button.

First wave

You will find the tag to be implemented for the first version of the page below:

Creative A

Call before the xtcore.js:

<!--

xt_abmv = "1[My_first_Test]-1-1[Version1_page_subscription]";

//do not modify below

if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;}

else{window.xtparam ="&abmvc="+xt_abmv;};

//-->

</script>

Independent call after the xtcore.js:

<!--

xt_abmv = '1[My_first_Test]-1-1[Version1_page_subscription]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

And here is the tag to be implemented for the second version of the page:

Creative B

Call before the xtcore.js:

<!--

xt_abmv = "1[My_first_Test]-1-2[Version2_page_subscription]";

//do not modify below

if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;}

else{window.xtparam ="&abmvc="+xt_abmv;};

//-->

</script>

Independent call after the xtcore.js:

<!--

xt_abmv = '1[My_first_Test]-1-2[Version2_page_subscription]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

Second wave

Once you have analysed your results you may realise that the first version has generated more conversions than the second, and bearing in mind that you can have up to 50 versions per creative, you can launch a second wave.

Creative A

Call before the xtcore.js:

<!--

xt_abmv = "1[My_first_Test]-2-1[Version1_page_subscription]";

//do not modify below

if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;}

else{window.xtparam ="&abmvc="+xt_abmv;};

//-->

</script>

Independent call after the xtcore.js:

<!--

xt_abmv = '1[My_first_Test]-1-1[Version1_page_subscription]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

Creative C

Call before the xtcore.js:

<!--

xt_abmv = "1[My_first_Test]-2-3[Version3_page_subscription]";

//do not modify below

if (window.xtparam!=null){window.xtparam+="&abmvc="+xt_abmv;}

else{window.xtparam ="&abmvc="+xt_abmv;};

//-->

</script>

Independent call after the xtcore.js:

<!--

xt_abmv = '1[My_first_Test]-1-3[Version3_page_subscription]';

xt_mvt('page_test_mvt', '1', xt_abmv);

//-->

</script>

You can then create as many waves as you wish.