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Improve your AB and multivariate testing with our hub page

Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.

Best practice in creating structured experiments to improve page designs by varying different elements and comparing against an original.

AB and multivariate testing quick guide

AB and multivariate testing definition

Multivariate testing enables simultaneous testing pages for all combinations and variations of page elements that are being tested. These enables selection of the most effective combination of design elements to achieve the desired goal.

This contrasts with AB Testing where, in its simplest form A/B testing refers to testing two different versions of a page or a page element such as a heading, image or button. The alternatives are served alternately with the the visitors to the page randomly split between the two pages. Hence it is sometimes called ‘live split testing’.

Tools & Software

One of the best compilations comparing MVT tools is WhichMVT.

If you're thinking of using the Google Website optimiser tool, for tips see these articles from GrokDotcom:


Best websites on AB and multivariate testing

You may also find useful Avinash Kaushik's overview of the advantages and disadvantages of website design testing alternatives and other great tips on where to start with improving website design effectiveness.

Key techniques for AB and multivariate testing

These are the related techniques which we recommend as important for managing AB and multivariate testing effectively. View these hub pages giving details on best practices, statistics and examples for these techniques:

View all blog articles on AB and multivariate testing

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