In internet marketing, cultural multivariate testing is multivariate testing performed on an international website in each geographically distinct market for the purpose of website localisation, i.e. finding the best culturally tailored design for the users in that specific location.
A test is usually designed to measure a specific goal, such as newsletter sign-up or completing an online purchase (so-called conversion), which is indicative of the website’s overall appeal and usability in a given cultural context.
Cultural multivariate testing method is a recent addition to an existing body of research supporting the view that cultural tailoring is a significant factor in international website design contributing to its commercial success.
The studies confirm the existence of measurable differences in appeal, effectiveness and usability of websites between countries.
Cultural multivariate testing takes this body of research one step further by providing live statistical data for any given industry sector and geographical context without the limitations of setting up an artificial experiment environment which could impact on the user’s responses.