Multivariate Testing is More Reliable
Things like differences in your competitors' marketing strategies, political change, or a variety of other variables can make it difficult to directly compare the results of A/B tests.
As a result, sometimes it can be hard to know if a particular A/B testing variant succeeded (or failed) because of factors outside of your control or even knowledge. The more tests you run, the murkier your results may become.
However, with a multivariate test, you are testing all of your variants under the same conditions. That makes it easy to compare results & draw valid, reliable conclusions from your tests.
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Multiple Variant Testing
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- Testing the things that drive the most revenue
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How Does A/B Testing Work?
A/B testing works by randomly showing two versions of the same asset (ad, website, pop-up, offer, etc.) to different users. The random part is important because this provides more accurate information without skewing the results.
One version is the “control” group, or the version already i...
Can I Test More than One Thing at a Time?
Testing more than one thing at a time, such as headlines and calls to action, is called a multi-variate test, and is more complicated to run.
You’ll also need to consider how your systems can handle split tests as well as have staff on hand able to analyze multiple results and compile the ...
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