Kyla Cobb says, “When it comes to testing, A/B testing typically steals the spotlight, casting its sister procedure, variance testing, in the shadows. However, according to Emily Emmer, Senior Interactive Marketing Manager, Extra Space Storage, that’s a mistake.

At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, Emily presented on how her team was able to utilize variance testing to transform Extra Space Storages’s Wild West testing culture into a wildly successful testing environment.

Before the team conducted variance testing, the company’s testing environment was structured like a free-for-all.  There were few if any set rules in place, and, according to Emily, the person with the highest title and the loudest voice typically had their test implemented. All of this changed after the Extra Space Storage team ran some variance tests.

Variance testing measures two identical Web experiences to determine a site’s or page’s natural variability. This procedure generally constructs the rules for subsequent A/B tests to follow“.

How Variance Testing Increased Conversion 45% for Extra Space Storage

MarketingExperiments Blog

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