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Showing posts from August, 2016

Difference between A/B testing and Multivariate testing

It’s been a while, so in the meantime I’ve found this quite useful as we are look to start introducing this within my streams of work!


Many people seem to get confused about the terms A/B testing, split testing and multivariate testing. Essentially, A/B testing and split testing are the same concepts but multivariate testing is different. So for all practical concepts, consider A/B Testing = Split Testing. The difference between A/B testing (or split testing) and Multivariate Testing:

A/B Testing

In A/B testing you split traffic amongst two or more completely different versions of a webpage (landing page, home page, etc.) The variations of your original page can differ in any manner. You can either just change the headline; or you can even change entire design, layout, offer and what not in the variations. What you change in A/B test is only limited by your creativity. For example, if you are A/B testing on your landing page you may want to create one version with 15% discount, the other…