A/b/n Testing is less reliant on advanced technology and it is less interesting to technology vendors as it doesn’t utilize its full capability.
- Conversion strategists are not limited with areas of the page intended to be varied
- The test rounds are completed faster compared to MVT
- Incorporates advanced analytics
- It can test handle more dramatic layouts, page consolidations, and designs
- Designs of experiment setups or Taguchis need to be planned early
- To measure interactions between different elements, you need to plan and test rounds carefully
Multivariate is a type of service testing technique that, unlike A/B/n testing, it plays a role in Conversion Optimization Strategy without playing the leading part.
- It has the capability to isolate many finer page elements while understanding their individual implications on conversion rate
- It follows a more conservative pathway of incremental conversion
- Measures compound effects by measuring the interaction between independent elements
- Unlike A/B/n, it requires a lot of variable combinations to run
- It requires more traffic to achieve statistical significance compared to A/B/n testing
- It is hard to make major layout changes
- It tends to give approximated results
- The marketing creativity is constrained by restriction of test setups
The software agnostic approach
The software agnostic approach fits well where A/B/n and Multivariate testing are inapplicable. One good thing about software agnostic approach is that it offers a wider variety of testing tools.
- It gives you the freedom to recommend the best type of test for better results
- It is less intricate compared to Multivariate testing
- It doesn’t constraint users with particular testing tools.
- It is overly automated thus discouraging the need for skill
- The wide ranges of tools provided are subject to redundancy with some tools doing closely related tasks