Hi Friends, I always have some confusion about A/B and multivariate testing in analytics. Can anyone explain these term?
A/B testing is straightforward testing of one page against another. Multivariate testing is testing different elements on a page - such as images, titles, positioning of text blockes or buttons etc - so that there are multiple variations of the same page being tested, until you have enough data collected to have a statistical analyses of which combination of elements is most likely to get the desired result from a visitor.
A/B testing is widely and successfully used by AdWords for advertising copies. You´ve got two competitors and after period (let´s say one week), you see which of both advertising copies has better results.