What is the difference between A/B and multivariate testing?
Testing different versions and design combinations for your web pages can improve click rates and conversions.
A/B testing – also known as split testing – compares two or more versions of a live webpage to reveal which messaging performs better. When running an A/B test, you will split your web traffic among the different versions. It is typically used when making large changes, such as a redesign. A/B testing allows you to sample alternative text, images, or calls to action to see which elements garner the highest conversion rates.
Multivariate testing is similar to A/B testing but compares more variables simultaneously. Slight changes can be made to various sections. This will provide data about how visitors interact with the site and which combination of variables, such as the color, font, and size of a button, performs best. Multivariate testing works better with high-traffic sites – since more changes are being tested, traffic will be divided among more options and it takes time to gain enough data.