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Multiplica Blog

3 Simple Ways to Avoid Failed A/B Tests

Even though you may be testing your website rigorously, you could unknowingly be making crucial statistical errors that are preventing your conversion rates from growing. These errors could be skewing your testing results, giving you false data. What’s worse is that your team is likely using this false data to optimize your website, increase conversions, and grow your company or department.

This is why valid, error-free A/B testing results are so important.

Check out our quick 3-step checklist for performing accurate A/B tests and retrieving valid data so that you can build an overall successful optimization strategy for your business:

Step 1: Before Testing

• Analyze your Analytics tool data to help inform you of what to test.
• Pick 3 metrics (e.g. Revenue, Conversion Rate & Bounce Rate) that you want to improve.
• Validate the data and metrics chosen with a 2nd source, such as your internal backend solution to ensure that the data is telling the same story in both sources.

Step 2: During Testing

• Ensure that you set up click goals (the basic goals to measure click analysis).
• Ensure that your test is able to track the metrics you selected in step one – the ones that you want to improve.
• Monitor tests closely during the early days. As the test progresses, ensure you are thinking of ways to amplify results.

Step 3: After Testing

• Evaluate the results of your click goals and metrics.
• Check for anomalies in the data (spikes and dips) that may have been caused by large purchases or promotions.
• Most importantly, understand that if a test fails there is always something to learn from it!

Need help with testing and optimization? Email us at


8 Common UX Mistakes that Even Big Brands Still Make

You have an optimized homepage, attention-getting CTAs, and a mobile-friendly site. But are you still losing customers due to a friction-filled user experience? If so, you’re not alone. Even large brands with countless resources sometimes get UX wrong on their most important landing pages. So that you can quickly identify weaknesses in your own UX, here is a snapshot of eight seemingly no-brainer UX mistakes that even the most well-known websites still make: 

Multiplica is Headed to Digital Travel Summit!

The Multiplica Team is excited to be a part of Digital Travel Summit 2019, Europe's premier event for digital marketing leaders in the travel industry, on June 25-26 in London.  

What are some of the topics and insights we'll be sharing?

      - how to increase conversions and drive ROI 
      - how to create highly personalized user experiences       
      - current digital marketing trends, challenges, and innovations 
      - strategies for increasing direct bookings 
      - how to take an omni-channel approach to CRO
      - how to leverage complex data and analytics 

Here's how you can connect with us at the event and beyond:


What: Learn more about Multiplica US, a full-service digital marketing agency that specializes in Conversion Rate Optimization, UX/UI, and Analytics for the travel industry, and pick up some of our popular "Get Shit Done" swag! 

Where: Booth 3, Twickenham Stadium, London 

When: June 25-26

Who: Meet our CRO experts Jan Marks, Danielle Schwolow, and Jamey Maloney


180 Sansome St.

San Francisco, California.

(+1) 877.698.99.77

Anne Marie

3250 NE 1st Ave, S. 305

Miami, Florida.

(+1) 877.698.99.77


Get in touch!

San Francisco

Contact Nicolas!

180 Sansome St.

San Francisco, California.

(+1) 877.698.9977

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Contact Kristin!

980 N. Federal Highway #110

Boca Raton, Florida

+1 708.476.5722

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