One of the questions that comes up all the time in web optimization — especially for bigger design changes — is whether you should A/B or Multivariate test. Each type of testing serves a unique purpose and answers a different question. This blog will give you a quick definition of terms, and the video below walks through real examples of when you would use each.
What is an A/B and a Multivariate Test?
A/B Test (Also A/B/n Test): An A/B test involves two or more variations of the same element compared against each other. You might have many variations of that element, but you only test one element of your site.
Multivariate (MVT) Test: A multivariate test compares different combinations of multiple elements. You could have as few as three variations, but those variations measure several separate elements in conjunction with each other.
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