A/B Testing vs. Multivariate Testing for Design Optimization

Summary:Like A/B testing, multivariate testing is a design optimization method that involves experimenting with live traffic to find the best impact on conversions.

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Multivariate vs. A/B Testing: Incremental vs. Radical Changes

Radical redesigns are best tested using an A/B experiment, while multivariate tests indicate how various UI elements interact with each other and support incremental improvements to a design.

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Kate Moranis a Senior User Experience Specialist with Nielsen Norman Group. She conducts research and leads training seminars to help digital product teams expand and improve their UX practice. Her research findings and recommendations are informed by her background in information theory and design, as well as her development experience.

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