The ABC of Testing: Everything You Need to Know About Multivariant Testing

After explaining everything you need to know about A/B testing in our last blog, today we want to introduce you to a more comprehensive variation: Multivariant testing. Here, not just two options are compared, but several. Sounds exciting? Then stay tuned!

What is a multivariant test?

The multivariant test is an extension of A/B testing that compares more than two versions of a measure. The distribution of the test groups is randomized, but does not change during the test period. It is also used to determine which variant is the most successful to optimize usability and user experience.

How multivariant testing works

The process for running a multivariant test is not much different from running an A/B test. First, you define a variable must, and then you formulate a hypothesis. The only difference is that you need to create multiple variants of the measure to be tested, and therefore multiple test groups. For example, many colors for a call-to-action button can be compared – each test group is shown a different color, while the null/control group is shown the current version. 

Compared to A/B testing, it takes a little longer to get a significant result, and the analysis is much more complex because there are more factors to consider. In addition, a multivariant test requires more traffic on the website because the users are divided into more than two groups. However, the groups still need to be large enough to produce a valid result.

Why use multivariant testing? 

  • Holistic optimization:
    Multivariant testing allows you to see how different elements interact. For your online store, this means you can tailor the entire design to your customers’ interests. This applies not only to buttons or color schemes, but also to the arrangement of your products on a particular landing page.  This makes your store more user-friendly and your customers happier.
  • Analyze user interactions:
    There are many ways for retailers to encourage their users to interact with the online store. However, not every method is equally well received by your users and does what it is supposed to do. Understanding how your users prefer to interact with your store is critical to the success of your business.

When to use it?

It is generally useful when you want to test more than two variants of a measure against each other. Multivariant testing is also useful for large websites with complex structures. They also give you a deeper insight into your users’ behavior and allow you to better understand their needs. Since their evaluation is more challenging than an A/B test, it is advisable to have the analysis done by a specialized tool or a specialist.

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