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Creating and maintaining a website takes a substantial investment of time and money. According to a recent study conducted by Forrester Research on ‘How Much Are Companies Spending On Digital Design Projects?’ website redesign costs can rise up to $1.8 million per project depending on the size of the company. Therefore it’s extremely important to optimize the website to maximize the reactions it’s producing.
An A/B or multivariate test begins with a desired reaction (goal) and then extends to include the different tactics (variations) for producing that reaction. Once the goal and variations have been established, automated software will administer the test by applying the variations to visitors and watching their reactions relative to the goal.
Both A/B and multivariate tests are based on variations. However, the difference stems from how these variations are packaged, tested and presented to visitors. Through an A/B test, Page B might perform more effectively. However, this result doesn’t explain which element(s) were responsible for this increased effectiveness. In fact, a combination of Page A and Page B might be ideal. Multivariate tests allow these variations to be mixed and matched. This measures the contribution of each individual modification to the overall result.
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