The process of traditional A/B split and multivariate testing is fundamentally built on a theory that user behavior will ultimately define the best user experience. And because the digital landscape changes so quickly, this theory is increasingly fatal.
It is virtually impossible to predict one person’s online behavior, much less a whole audience – so stop trying. Next time the word “testing” is mentioned (and you grit your teeth), try a more agile testing approach and see results quicker – by just putting the customer first.
Before we look at this model, let’s explore your alternatives…
A/B Split or Multivariate Testing?
There are benefits to both, in theory…In the traditional sense, your choices are the certainty of one rivaled by the speed enabled by the other. And in this approach, both a fatally flawed. A few reasons why…
- Neither of them are agile – both are relatively slow and inconclusive
- A-B split testing is typically myopic in nature, with nothing to follow the result other than one decision
- Multivariate testing is consistently inconclusive – after the test, which element of the winning variant makes the winner…a winner?
The New vs. Old-School approach to online testing.
Become a more agile marketer by using optimization tools to run a series of back to back A/B split tests in the time it would take you to set up a traditional marketing test or even a multivariate test.
Manage your traffic and narrow your variables to gain quick insights and maximize your website ROI…