When optimizing your website, you face a critical decision: What’s the best way to test your ideas and “improvements”?
Generally speaking, you have two options: A/B testing and multivariate testing.
Let’s look at what makes them different.
What is single variable testing?
Single Variable (A/B) Testing means you’re testing one change at a time. For instance, you might test a red call-to-action button against a blue one to see which performs better.
Single variable testing generally requires less traffic, and you can usually run this test in less time.
It also offers you a pretty clear picture of how one specific change impacts results.
What is multivariate testing?
Multivariate Testing tests multiple variables simultaneously to see how they interact with each other. For example, you could test the color of the button, the text on it, and its position on the page all at once.
This kind of testing requires significantly more traffic than single variable testing because you’re comparing multiple combinations.
It also requires more time to thoroughly test and compare those variables.
But the good news is, multivariate testing can offer deeper insights into how a variety of elements interact and influence user behavior.
Which one should you choose?
If you’re new to optimization or have limited traffic, begin with single-variable testing.
Once you’re comfortable with single variable tests and have ample traffic, it’s time to dive into multivariate testing for deeper insights.
Good luck!
