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Learn The 3 Types of A/B Testing

Types of A/B testing

Every digital business should be aware of how critical A/B testing is – organizations need it to find out which web page elements help bring the most results – so that they can move their business metrics in a positive direction. Let’s move ahead and learn about the 3 different types of A/B testing – along with their advantages.

Split URL testing

Many people in the testing arena confuse Split URL testing with A/B testing. However, the two are fundamentally very different. Split URL testing refers to an experimentation process wherein an entirely new version of an existing web page URL is tested to analyze which one performs better. 

Typically, A/B testing is used when you wish to only test front-end changes on your website. On the other hand, Split URL testing is used when you wish to make significant changes to your existing page, especially in terms of design. You’re not willing to touch the existing web page design for comparison purposes. 

When you run a Split URL test, your website traffic is split between the control (original web page URL) and variations (new web page URL), and each of their respective conversion rates is measured to decide the winner. 

Advantages of Split URL testing

  • Ideal for trying out radical new designs while using the existing page design for comparative analysis. 
  • Recommended for running tests with non-UI changes, such as switching to a different database, optimizing your page’s load time, etc. 
  • Change up web page workflows. Workflows dramatically affect business conversions, helping test new paths before implementing changes and determine if any of the sticking points were missed.
  • A better and much-recommended testing method for dynamic content. 

Multivariate testing (MVT)

Multivariate testing (MVT) refers to a type of A/B testing wherein variations of multiple page variables are simultaneously tested to analyze which combination of variables performs the best out of all the possible permutations. It’s more complicated than a regular A/B test and is best suited for advanced marketing, product, and development professionals.

Here’s an example to give you a more comprehensive description of multivariate testing. Let’s say you decide to test 2 versions, each of the hero image, call-to-action button color, and headlines of one of your landing pages. This means a total of 8 variations are created, which will be concurrently tested to find the winning variation.

Here’s a simple formula to calculate the total number of versions in a multivariate test:

[No. of variations of element A] x [No. of variations of element B] x [No. of variations of element C]… = [Total No. of variations]

When conducted properly, multivariate testing can help eliminate the need to run multiple and sequential A/B tests on a web page with similar goals. Running concurrent tests with a greater number of variations helps you save time, money, and efforts and come to a conclusion in the shortest possible time.

Advantages of Multivariate testing 

Multivariate testing typically offers primary three benefits:

  • Helps avoid the need to conduct several sequential A/B tests with the same goal and saves time since you can simultaneously track the performance of various tested page elements.
  • Easily analyze and determine the contribution of each page element to the measured gains,
  • Map all the interactions between all independent element variations (page headlines, banner image, etc.).

Multipage testing

Multipage testing is a form of experimentation where you can test changes to particular elements across multiple pages.

There are two ways to conduct a multipage test. One, you can either take all the pages of your sales funnel and create new versions of each, which makes your challenger the sales funnel, and you then test it against the control. This is called Funnel Multipage testing. 

Two, you can test how the addition or removal of the recurring element(s), such as security badges, testimonials, etc., can impact conversions across an entire funnel. This is called Classic or Conventional Multipage testing. 

Advantages of Multipage testing 

Similar to A/B testing, Multipage testing is easy to create and run and provides meaningful and reliable data with ease and in the shortest possible time.

The advantage of multipage testing are as follows:

  • It enables you to create consistent experiences for your target audience. 
  • It helps your target audience see a consistent set of pages, no matter if it’s the control or one of its variations. 
  • It enables you to implement the same change on several pages to ensure that your website visitors don’t get distracted and bounce off between different variations and designs when navigating through your website.

You may be interested in: A/B testing with Google Optimize and ReactJS


We hope that the above analysis should give you a detailed overview of the different types of A/B testing – so that you may be able to implement the correct one for your business. If you are looking for a software development agency to help with your website/app development project, don’t hesitate to reach out to JSLancer – our team will be more than happy to provide a FREE consultation on how we can help you visualize your goals.

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