We’ve just tested out an exciting new integration with the guys over at Visual Website Optimizer, which adds the capability for you to run multivariate testing (MVT) on your Unbounce landing pages! It also has built-in visual heatmaps and clickmaps to show you where your visitors are interacting with your page.
Multivariate testing lets you test multiple elements on your page. Separate pages are then created for each unique combination of the content you’re testing and an experiment is performed to uncover the best converting combination. For example, if you have 2 variations of your headline (items a & b), and 2 versions of your call to action (items c & d), you would have 4 new page variants (a+c, a+d, b+c, b+d).
Adding Visual Website Optimizer to Unbounce is as simple as pasting a few scripts into your landing page (and on your destination website) and just like Unbounce, it comes with an excellent visual editor that removes the pain of other MVT tools like Google Website Optimizer.
Heatmaps let you visualize the areas of your landing page that are being clicked the most. For your average single CTA landing page this will be a fairly straightforward view (all the heat should be drawn to your button), but there are other instances where this can be useful to understand the behaviour of your visitors: