Multivariate Testing 1

Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought and, which desperately needed redesigns. The two sites were essentially the same but served different markets. home page before multivariate testing home page before multivariate testing

After redesigning/relaunching Beneficial/, HSBC marketers wanted even more insight into prospective customer behavior. They decided to do multivariate testing.


The goal was to lift conversion rates—in this case, the percentage of site visitors who completed the loan-request form. Marketers would track results of A/B and multivariate testing.


Fagan led efforts to create two new Beneficial/ home pages. She saw several ways to improve the default home page, one of the pages in the multivariate test.