Multivariate testing and split testing are forms of web usability testing that employ software to measure and track the effects of different variables on conversion rates and website optimization.
First and foremost, web usability tests want to see you've followed the KISS principle -- Keep It Simple, Stupid (or the more polite Keep It Simple and Straightforward). Visitors should be able to scan your landing page quickly and find information that will turn them into customers. Use bullet points, bold-type, graphic design elements and the famous F-shaped layout for maximum usability.
Usability testing also explores a number of other questions to ensure your visitors will have an enjoyable experience on your site: