Are you one of those digital marketing experts willing to test in your marketing strategies? Well, with the advancement in technology and tools, you’ve plenty of tools available in the market that can help you test your marketing strategies on the go. Therefore, before you even start a testing or optimization, it is important that you choose the right kind of method. When it comes to test or optimize strategy, you can either consider A/B or Split Testing or Multivariate Testing.
Many people often get confused whether to go for A/B Testing or Multivariate Testing. However, A/B testing and split testing are the same concept, but multivariate testing is totally different from it. Are planning to go for optimizing your marketing, but don’t know what is A/B Testing and Multivariate testing and what is the basic difference between both of these methods? If yes, this article would help you find the answer of your question.
What is A/B Testing or Split Testing?
A/B Testing, which many of you might heard or referred as split testing, is nothing but a method of website optimization in which the conversion rates of two different versions of a specific page are compared to one another with the help of a live traffic. In other words, it is an act of running a simultaneous experiment between two or more pages to determine which performs or converts better. You can easily perform a test across as many pages as you want. By doing so, you can easily identify the user interaction with the pages and know which version of the page is more effective.
Here’re a few benefits of A/B Testing:
- The conversion strategist is not restricted by which area of the page to vary
- Ease of testing more dramatic layouts, design, page consolidation and value proposition
- Install cutting-edge analytics and evaluate each variation on the go
- More faster test rounds compared to MVT
- Many times you can get more dramatic conversion rate lift results
A/B Testing is one of the easiest methods of evaluating a page design, and is useful in a wide range of situations. It can be used to test very different design directions against one another. Also, you can use it as an optimization option for pages where only one element is up for debate.
What is Multivariate Testing?
On the other hand, Multivariate testing utilizes the same core mechanism as A/B testing, but it compares a high number of variables or design elements to disclose more information about how those variables communicate with one another. Much like A/B testing, the traffic to a page is equally divided between different versions of the design, but the main purpose of multivariate testing is to measure the effectiveness of each design combination.
The benefits of MVT include:
- Ease of isolating small page elements and understand their effects on conversion rate
- Identify and measure interaction effects between independent elements
- Leverage from a more conservative path of incremental conversion rate enhancements
- Get benefit from interesting statistical analysis of interaction effects
Once a site has received desired traffic to run the test, the data from each and every design variation is compared to find the most effective design and potentially reveal which elements have the positive or negative impact over the visitor’s interaction with the site or page.
It can be used extensively, but one of the most commonly used examples of multivariate testing is a page on which a few elements are up for the debate.
What is a basic difference between A/B Testing & Multivariate Testing?
Well, both of them follow the same strategy to test the design, but use different approaches to perform test over a design of the website. Here’s a quick comparison between A/B Testing & Multivariate Testing:
Traffic required: A/B testing requires very less traffic to perform or run tests. On the other hand, multivariate testing requires a huge traffic to start or run tests.
Best used for: While A/B testing is used for testing radically different ideas for conversion rate optimization, multivariate testing is used for optimizing and refining existing landing page or home page without involving redesign.
Ease of use: A/B testing or split testing is useful for quick tests, which involves simple changes, but multivariate testing could help you test complicated and lengthy tests involving several thousand combinations in a single run.
Layout changes: With A/B testing, it is quite easy to perform layout changes, but the same is not possible to perform with multivariate testing.
The bottom line…
From the above discussion, it is quite clear that both of the methods have their own significance and benefits associated with it. Therefore, rather than comparing both of them to choose the one, one should consider these methods as an effective optimization methods that complement one another. However, if you wish to get information about how many different elements interact with each other, multivariate is the best option to go for…!
Prashant Chambakara is a test automation technology enthusiast, loves to share insights, views and information on software testing and its associated branches like automation testing, test automation tools,etc. He is currently working as a Test Automation Consultant with Cygnet Infotech – Test Automation Services Company and the parent company of TestingWhiz, a tool for web browser automation. Connect with Prashant on Twitter @prashant_geek.