Multiple Variant Testing

Optimizely studied & reported on the factors that defined the world’s best testing companies. 

The 4 biggest factors were:

1. Testing the things that drive the most revenue
2. Testing every change
3. Testing to solve real problems
4. Testing multiple variants simultaneously

According to Optimizely, just 14% of A/B tests significantly improve conversion rates. On the other hand, tests with 4 variants improve conversion rates 27% of the time.

So, if you test 4 variants, you are 90% more likely to improve your conversion rate than if you just ran an A/B test. However, 65% of CRO tests are A/B tests!