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Multivariate Testing Government Websites
Transcript of Multivariate Testing Government Websites
What We Did
Important Requirements Before Doing MVT
Identified site/page goals and objectives
How to measure those goals/objectives
Government MVT is Different
Applying MVT to Other ASPA Sites
Supporting Other Offices
Ability to process/analyze MVT data
Sharing the playbook on Yammer
Doing a webinar with HHS digital community
Presenting to HHS Web Council
No task completions
Would it even work?
E-commerce: all changes impact one goal
Government: changes impact multiple goals
Important to consider how one set of changes affect other "indirect" goals
Which is the optimal variation?
Based on MVT data (from Optimizely), making these changes to the FS.gov homepage increased overall engagement and key metrics.
INSIGHTS FROM ANALYTICS & USABILITY + OPTIMIZELY = MVT
Efficient data-driven approach to testing recommendations?
Challenge: MVT & Government Sites