Multiple Variant Testing
Optimizely studied & reported on the factors that defined the world’s best testing companies.
The 4 biggest factors were:
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!
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