Multivariate Testing
One page - Many options
Multivariate testing (or Multi-Variable) shows the user only one page and tests areas within the page. This differs to AB Split Testing where you test 2 versions of a page.
We can use this method to test multiple variations of the same page.
For example, there might be 3 different options;
- Section A
- Headline 1, Headline 2, Headline 3
- Section B
- Call to action 1, Call to action 2, Call to action 3
- Section C
- Image 1, Image 2, Image 3
Different combinations or ‘recipes’ of the same page are then tested.
For example:
A1, B1, C1
A1, B1, C2
A1, B1, C3
All the way through to:
A3, B3, C2
and finally:
A3, B3, C3
In total there would be 27 different combinations. Each visitor sees a different combination and the software records which visitor, upon seeing the combination, goes on to complete a goal. The combination with the most amount of visitors completing a goal is the winner.
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