A/B & Multivariate Testing

What is A/B Testing?

A/B testing is a form of user testing whereby versions of a website layout, version A v.s. version B, is subjected to real use experimentation simultaneously. In the end, you measure which version was more successful based on a predetermined metric of success, and that version is then selected for real-world use as the Champion version.

An example of an A/B test is when you may have set your Homepage with the “Contact Us” button being placed right in the middle of the page as Version A; in Version B  of the Homepage, you move that button up into the top navigation. In multivariate testing, you would create additional versions of this page with other placements of this button (multi-variable) to gather feedback on which location users respond the best to. Ultimately, you let the data make the decision for you.

A/B testing and multivariate testing can be a very powerful tool when comparing several variables of a site and letting real users decide for you. By having multiple versions of a page with content in different places, it allows you to see which information plays the biggest influence on the page and which content fits most appropriately with other content. Since the results of A/B tests and multivariate testing are very quantifiable, your decisions become easier.

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