Delving into the world of optimization, we explore the merits and drawbacks of A/B Testing and Multiple Variant Testing. Unravel the mystery of which method triumphs in the quest for superior user experience and conversion rates.
Conversion rate optimization (CRO) is a lot like rowing
The more oars you have in the water, the faster you’ll make it to your goal and the more likely you are to beat out the competition
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The Secret is Testing Multiple Variants
A/B testing isn’t the only way to do CRO. Testing multiple variants simultaneously allows you to produce meaningful results much more quickly.
- The most effective CRO comes from testing multiple variants, not just one.
Should You Test Multiple Variants?
If you don’t have enough traffic, a test could take months or years to complete
- You need far less traffic to simultaneously test multiple page variants
- To see how long a multiple variant test will take on your site, try out this VWO
Multiple Variant Testing is Faster
A/B tests take longer
- You can only learn one thing from each test
- With multiple variant testing, you can try out several ideas at the same time
- Can simultaneously test multiple hypotheses
- Improves odds of a single test delivering at least one positive result
Conclusion
The more oars you have in the water, the better your results will be
- Although it may be tempting to limit CRO to A/B testing, testing multiple variants will allow you to improve your conversion rates more quickly and reliably
- You’ve heard my two cents, now it’s your turn. What was your experience like?
Multiple Variant Testing is More Reliable
With a multiple variant test, you are testing all of your variants under the same conditions. That makes it easy to compare apples-to-apples and draw valid, reliable conclusions from your tests.
- It can be hard to know if a particular A/B testing variant succeeded or failed because of factors outside of your control.
What Does Testing Multiple Variants Look Like in Real Life?
An example of how testing multiple variants can improve your CRO results
- A client wanted to get site traffic to their “Find Your Local Chapter” page, so they decided to add a “Find your Local Chapter” link to the client’s footer.
- The more the link “interrupted” the site experience, the more traffic it drove to the chapter page.
