When to Select A/B Testing Versus Multivariate Testing
Posted on: May 30, 2010 by Jordan Hardy Comments Off
A/B Testing, also known as bucket testing and split testing, is a marketing technique where visitors are randomly shown a version of a Web page, banner ad, or email. A/B Tests track changes in user behavior based on the version they visited. Multivariate testing allows various components on given Web pages to be tested in the same session. Both A/B Testing and Multivariate testing allow various page layout elements to be tested, including headlines, page copy, font settings, feature blocks, promotions, graphics, actions, product options, and buttons.
I find A/B Testing is ideal to use at the beginning of a test to concentrate on considerable user preferences. Following A/B Testing, I find Multivariate Testing appropriate to fine tune individual page elements. Multivariate Testing allows continuous evolution of different page elements to increase relevant traffic and conversion.
Tags: A/B Testing, Multivariate Testing Filed Under: Website Testing