A/B and Multivariate Testing
A/B and multivariate testing uses software to present multiple versions of a page to visitors. An A/B test measures the effect of a single element of a page, while a multivariate test involves changes to multiple elements of a page and how those elements interact with one another. By defining the desired outcome (e.g., click, form submission, or even a purchase), marketers can determine the version that was the most effective. Tests involve page elements, such as copy, button placement, color selection, call-to-action copy, and more.