A/B Testing: A/B testing is a method of comparing two versions of a web page or app to determine which version performs better. It is also known as split testing or bucket testing. The goal of A/B testing is to identify changes that can improve conversion rates, user engagement, or other metrics.
For example, a company wants to test which version of their homepage will generate more sales. They create two versions of the homepage: Version A and Version B. They randomly assign half of their visitors to Version A and the other half to Version B. They then track how many visitors from each group made a purchase. If Version B resulted in more sales than Version A, the company would implement the changes made in Version B to the live site.
Free tools for A/B testing include Google Optimize and Optimizely.
Multivariate Testing: Multivariate testing is a method of testing multiple variations of a web page or app at the same time. It is used to identify the combination of elements that work best together to improve conversion rates, user engagement, or other metrics.
For example, a company wants to test different versions of their product page. They create four variations of the page: Variation A, B, C, and D. Each variation has different combinations of images, headlines, and product descriptions. The company then tracks which variation generates the most sales. If Variation B with a certain image and headline resulted in the most sales, the company would implement those changes to the live site.
Free tools for multivariate testing include Google Optimize and Optimizely.
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