Deciding between multivariate testing vs A/B testing without knowing their advantages and limitations can pose extreme challenges.
When optimizing a website’s conversion rate, A/B testing usually comes up first. Create two versions and see which performs better. Sometimes testing more alternatives proves necessary, for which multivariate testing performs well as a method.
So which to choose, multivariate testing or A/B testing? How do they differ? When does one work better? The following case studies will describe the test methods and compare them to answer these questions.