• A/B Testing and Multivariate Testing: An Introduction to Testing for Conversion Rate Optimization

“Should I run an A/B test or a Multivariate test?”

This simple yet fundamental question always pops up in planning for conversion rate optimization.

A/B testing is the default and most common procedure in CRO programs. In some cases, though, running a multivariate test can add a significant value. Other times, you have room for both tests interchangeably.

The great benefit of testing? You give your visitors a voice in the design process.

When implemented correctly, testing removes the guesswork from conversion optimization and you move to the stage where every action you take is a result of an informed

• Multivariate and A/B Testing Best Practices

Conducting a multivariate test is exciting.

By using the right tool, you can quickly develop different designs for your website, direct visitors to each design and watch the conversions for each variation.

Done incorrectly, AB testing can result in a waste of money, a misuse of man-hours, and, even worse, a decrease in your conversion rates.

Here are nine best practices you must follow when conducting a multivariate test.

Planning Stage 1.  Set expectations correctly

Wrong expectations translate into disappointment and lost investment.

Many marketers start testing because they heard or watched a case study where a company achieved

• Comparing Multivariate & AB Testing Tools

On the journey of increasing the conversation rate on your website, you need the precise help of your visitors and clients’ input. You need to evaluate the efficacy of hundreds of possible designs and compare dozens of different results.

•  What is the right split testing tool for my website?
•  By choosing a particular tool, will I affect the success of my testing or conversion optimization program?

From simple free tools to complex block testing based software, you

• The Difference Between AB Testing and Multivariate Testing

A/B and multivariate testing share the same concept: splitting visitors between several designs of your website or webpage in order to determine which of these designs generates more conversions.

If you are deciding which type of test best suits your conversion rate optimization, read on to find out more about particular characteristics of A/B and multivariate testing.

Discover the best scenarios for each test and check five must implement steps when conducting split tests.

AB Testing

AB Testing (or Split testing) allows you to test one or more variations for each page on your website against each

• What is Multivariate Testing?

Multivariate Testing or MVT testing is the process of testing multiple variations of multiple elements on a webpage with the goal of determining the best combination of elements to increase conversions.

By using MVT testing software, you can test different variations of any element on your page (headlines, images, buttons, etc) to measure their impact on your conversion rates. The following image displays an example of how MVT testing software works.

In this example, the software tests different variations of the page headline, image and call to action button: •  The original headline against three other possible headlines, for

• 12 Multivariate & A/B Testing Tips for Beginners

Even if you’ve never done the digital marketing version, you very likely do some AB testing already. Can’t choose the right color for you kitchen walls? You bring home two swatches from the paint store to see which one looks best. Can’t get your children away from computer games? You try reasoning, then bribery, and go with the one that keeps them offline the longest.

Multivariate & A/B testing are use the same concept. You test two versions (the first version, or control version, is “A” and the comparative version is “B” = AB testing) of a marketing element, whether

• Conversion Optimization

The Art and Science of Converting Prospects to Customers

By Khalid Saleh and Ayat Shukairy