A/B Testing vs. Multivariate Testing for Design Optimization

Summary: Like A/B testing, multivariate testing is a design optimization method that involves experimenting with live traffic to find the best impact on conversions.

by

Topics:

A/B Testing vs. Multivariate Testing for Design Optimization

 to watch NN/g videos

Related Article

Multivariate vs. A/B Testing: Incremental vs. Radical Changes

Radical redesigns are best tested using an A/B experiment, while multivariate tests indicate how various UI elements interact with each other and support incremental improvements to a design.

Video Author

Kate Moran is a former NN/G employee who worked on research, teaching, leadership, and design thought leadership. Her expertise spanned both qualitative and quantitative research methods. At NN/G Kate discovered and published ground-breaking findings on artificial intelligence (AI), interaction design, digital content, and information-seeking user behaviors.

Learn More

Subscribe to the weekly newsletter to get notified about future articles.

Videos