Confused.com has begun a series of multivariate tests (MVT) as it looks to improve customer experience and increase conversions.

The price comparison site already conducts simple A/B tests on areas that clearly need improving, but it is now keen to concentrate on its most valuable products so has enlisted testing firm Maxymiser to manage the roll out.

The first tests will focus on simplifying the quote process to drive conversions and online purchase, as it can be lengthy because users need to provide the insurer with a lot of detail.

Patricia McCarthy, Confused.com web producer, told new media age, “In our sector there is definite competitive advantage in being the most user-friendly site. We need to avoid making users work hard - that’s when we lose them…

“We can’t get away from forms so our focus is to make it as easy as possible. We need to know the pain points so we can design smarter ways to get the same information from our users with less effort on their part, saving them time.”

Once each test has been completed Confused.com will apply what it has learnt across other areas of the site, although it will repeat some tests to check for anomalies and different behaviour patterns, as consumers comparing car insurance might act differently to those looking at annuities.

McCarthy underlined the importance of having real-time data given customer expectations are constantly changing as the user experience evolves.

She said, “We need to impress our customers. Having real-time data on customer behaviour lets us respond quickly and, importantly, make more accurate predictions about how new, untested functionality would be received on our site.”

Success will be measured by the uplift in conversions each test delivers.

“For some products there is potential for double-digit improvement. For other products single-digit uplift would be a great conversion increase. Even if conversion is not one of the explicit test metrics, every test must be to encourage uplift,” McCarthy added.