A/B & Multivariate Testing

Use data to make the right decisions for your business' website. 3c offers A/B testing as well as multivariate testing to get behaviour-based feedback on your webpages. Even the smallest design change can make a big difference in your site traffic. We can help you figure out what those changes could be.

A/B & multivariate testing are both very useful tools in finding out how users respond differently to layout changes. A/B testing works by having two versions of a given page, Version A and Version B, and sending different users to each version. While the users navigate around the page, their activity is tracked. Knowing what your users interact with on your webpages is important and can give you deep insight into what your users find enjoyable, what elements of a page might prove challenging for your users, and what might encourage your users to interact with your page in a desirable way, like signing up for a newsletter or purchasing a featured product.

Multivariate testing is similar to A/B testing, but instead of just testing two versions of a page, it involves testing several versions of a page, with different combinations of elements. For example, you can perform multivariate testing on a page for a product. One version could feature one image for the product, while another version features the same image, but a different title, and a third version features a different title and a different image. Multivariate testing provides more insight on how these elements subtly work together, which makes it more complex than A/B testing.

Despite seeming different, multivariate testing and A/B testing can both be used to complement each other. It is possible to first use multivariate testing, and then use the two strongest designs in an A/B test to more clearly see what layout is the easiest to use with the best results. Another possibility is using A/B testing first, and then multivariate testing to fine-tune your design. Either way, both tools are extremely useful in figuring out what layout is the best choice of all.