To A/B Test, or to Multivariate Test?

Now, that is the question.

Both A/B and multivariate testing (MVT) should be in every Modern Marketer’s toolbox. The trick is knowing when to deploy one over the other.

Compared to MVT, A/B testing is fast and straightforward. You learn which of two possible versions performs better. A/B’s upside is simplicity in process and concept. But the downside can be simplicity in results.

MVT takes more time to execute than A/B testing, but it can generate more actionable insights. Multivariate tests compare at least four versions of an experience simultaneously.

Ready to learn more? Download Everything You Need to Know About A/B & Multivariate Testing to learn more about the similarities and differences between these two powerful forms of optimization testing.