When testing components of your web page, make sure the differences between components are significant. Don’t test two things that are practically the same. This is called good seperation.

The best way to illustrate what I mean is to give examples. Bad seperation between headlines may look like this:

‘Save money with our effective strategies’ vs ‘Save more money with our effective strategies’.

These are practically the same and probably won’t test very differently. Try a headline that uses a different approach such as:

‘Are making these mistakes with your investment?’

This will appeal to a different kind of values and mode of thinking. Similarly with colours, instead of going from black to dark grey, try white or red.

Of course, with multivariate testing, you can test multiple factors at once. But you still need to make the tests count.