AB Testing And Multivariate Testing.

Posted by Deepak Gupta on August 6th, 2019

Online marketing has proved a boon for attracting customers on a larger scale. A firm can optimize sales and generate traffic easily through various tools and methods. A/B testing and Multivariate testing are the two most effective website optimization tools. The main aim of using these tools is to generate traffic to the business website. But before going further we must be aware about the basic concepts of both these tools.

What is A/B testing?

 It is also referred to as split testing. A firm can determine the conversion rate of its Website through the two versions of a particular web page (i.e. Version A and Version B). It can easily analyse the optimum version of the webpage which is generating more traffic. How does the business do it? by tracking the response of a  customer on one version of the website than the other one.

What is Multivariate testing?

Multivariate Testing works on the same lines as A/B testing does but the difference lies in the fact that it compares more variables. At the same time, it provides much more information about how these variables can be compared with one another. Hence, a firm can determine the positives and negatives of each element of a page. Which element can attract prospective customers can be easily discovered through Multivariate testing.

 

But where lies the difference between the two of them?

We can understand it better by citing an example. Say, for example, a web page has a sign-up form, a catchy header text, and a footer.  In order to perform a multivariate test on this web page, in spite of creating a different version as you do in A/B testing.  One can form two different sets of the sign-up form, two headlines or three footers. This way, you can easily determine the amount of traffic each combination of elements is generating.  Multivariate testing eases out the burden of comparing various elements of a web page under one single roof. It works well on sites that have a significant amount of traffic. Although A/B testing doesn’t let us compare various variables at one go, it is much more time-saving as compared to Multivariate testing.

Hence both the tools have their own authenticity and functionality. We cannot ignore the importance of one or the other.

 

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Deepak Gupta

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Deepak Gupta
Joined: January 20th, 2017
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