Difference Between A/B Testing and Multivariate Testing While most of the professionals are busy in applying various techniques to enhance their conversion rates, many of them seem to get confused with the web testing terms. Split Testing, and Multivariate testing are two names in web testing which has shown an immense impact on conversion rates optimization techniques. A/B testing and split testing are the synonymous terms, but Multivariate testing is an entirely different phenomenon. Though they seem to have some similar methodologies, their differences are considerable too. A/B testing:1. What's the phenomena i.
In A/B testing, we split the traffic on two variations of a page, either equally or in unequal proportions. ii. Single variations are considered at one time slot of the testing. Thus making the test results unambiguous. iii. We can change some texts and images or even the entire layout of the web page in A/B testing. iv. The original version of the page is called the control page while the changed version is called variation or treatment page. 2. Traffic considerations- Since only two versions are tested simultaneously at a time. Therefore, comparatively, a less traffic is required to carry the test. 3. When to use- it can be applied in the case when we want to design a whole new web page or website by changing its entire structure. Examples- Say, I want to redesign my login page so as to get maximum sign ups on my website. I will create two variations of the login page by alternating the theme, fonts, background, form layout, and CTA buttons. Multivariate testing:1. What's the phenomenaa. b. c.
In this, we identify a few areas or elements of the web page and create the variations of those identified elements only. In Multivariate testing, you can simultaneously test the multiple variations. Say, your heading, as well as the slider, can be tested in the same time slot. We create different combinations of the variations and do the testing of each combination by simply splitting the traffic among them.