Download PDF
The Definitive Guide to

Multivariate and AB Testing

By Khalid Saleh & Ayat Shukairy


Most websites continue to struggle with increasing their online conversion rates.

On average, an e-commerce store converts around 3% of its traffic into customers. The remaining 97% of the visitors leave the website without ever placing an order.

Other types of websites struggle with conversion as well. On average, a lead generation or subscription websites convert around 15% of its traffic into customers. The remaining 85% leave the website without ever placing an order.

If you are looking to increase your website conversion rate, you will have to conduct AB and multivariate testing. The problem is that most testing programs start without any planning and thus fail with the first 6 months.

We know this first hand because we have been helping online companies conduct testing for over 12 years. Our goal from this guide to help you with a good introduction to multivariate and AB testing. We will continue updating the different chapters in the book on regular basis, so if you have comments or feedback, please let’s know (@invesp).

Chapter 1

What is A/B testing (split testing)?

If visitors are not converting on your website, then obviously, there is something wrong that is stopping them.You can go ahead and ask your design team to create new designs but the question remains: how do you know that the new designs will convert more visitors compared to the original design?That is where AB testing comes in handy.A

Take Me To Chapter 1

Chapter 2

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 th

Take Me To Chapter 2

Chapter 3

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 a

Take Me To Chapter 3

Chapter 4

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.You have heard there are tools out there to help you in your quest, but staggering questions haunt your dec

Take Me To Chapter 4

Chapter 5

The Process of Creating a Successful A/B Test

First, do not rely solely on a testing software to create successful tests.You need people who can design efficient test scenarios, analyze results accurately, and create meaningful follow-up tests.Poorly designed experiments might not provide concrete insights to conversion rates optimization. You need criteria to determine, for example, w

Take Me To Chapter 5

Chapter 6

What Elements Should You Test In An A/B Test?

As you start the process of multivariate or AB testing, one of the important questions you will face is: What elements to change and test on a page?This article will suggest many elements that you can consider when creating a test. However, before you jump into selecting elements and creating variations for them, ask yourself:Why are you s

Take Me To Chapter 6

Chapter 7

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.

Take Me To Chapter 7