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Learn The 3 Types of A/B Testing

Types of A/B testing

Every digital business should understand the importance of A/B testing; enterprises need it to figure out which elements produce the best outcomes – so that they have a better chance of improving their KPIs. Let’s get started by learning about the three basic types of A/B testing, as well as the benefits they offer.

Split URL testing

Split URL testing is often confused with A/B testing. The former is an experimentation method that involves testing a totally new version of an existing web page URL – with the purpose of determining which one performs better.

A/B testing is often deployed when you only want to test front-end modifications on your website. Split URL testing, on the other hand, is performed when you want to make significant modifications to an existing page, particularly in terms of design.

During the execution of a Split URL test, your website traffic is split between the control (old web page URL) and the variants (new web page URL), and the conversion rates are measured to determine which one performs better.


  • This type of A/B testing provides a great way to experiment with radical new designs – while still being able to compare them to the present one.
  • Ideal for testing non-UI changes (e.g: changing databases, improving page speed).
  • Revamp web page workflows – in order to improve conversions.
  • Recommended for dynamic content testing.

Multivariate testing (MVT)

Multivariate testing (MVT) is a type of A/B testing in which numerous page variables are tested at the same time to identify which combination of factors performs the best. It’s best suited for advanced marketing, product, and development specialists.

Let’s imagine that you want to test two different versions of your landing page’s hero image, CTA button color, and headlines. This means that a total of eight versions will be developed, each of which will be tested simultaneously in order to figure out the winning one.

Here’s a formula to calculate the total number of versions possible:

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


  • Allows you to track the performance of multiple tested page elements at the same time, thereby saving time and eliminating the need to run multiple A/B tests.
  • Helps analyze the contribution of each page element to the measured gains.
  • Map the relationships between all independent element variants (page headlines, banner image, etc.).

Multipage testing

Multipage testing is a type of A/B testing – in which modifications to specific items are tested over numerous pages. This form of experimentation can be performed in one of the following ways:

One, you can either take all the pages of your sales to 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. 


  • Ensures consistent user experiences.
  • Allows your target audience to see a consistent set of pages, whether it’s the control or one of its variants.
  • Enables you to make the same update across several pages; hence, users aren’t distracted and will not hop between numerous variants and styles when exploring your site.

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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