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A/B Testing is Out
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A/B testing is great if you have only two variations of one element. But if you need to test more than a few elements, you're looking at thousands, or millions, of combinations. Do you have that kind of time?

So much to test, so few decades in which to do it

A multitude of selling factors can influence whether your prospects convert to customers. These include headlines, subheads, benefits copy, graphic layouts, prices, discounts, guarantees, privacy assurances, bonus offers, background colors, images, navigation structures, product presentations, calls-to-action, shopping carts, and more.

Just two variations for each of these 15 factors produces 32,768 combinations to test. Three variables produce 14.3 million combinations, and 4 variations -- more than a billion. Because A/B split testing is a sequential process, you're looking at years, if not lifetimes, to identify the winning combinations.
 

As if this wasn't enough ...

There are other drawbacks as well.

1) The sales conversion rate gains you can expect from a single split-run test are comparatively small since you can test only one factor at a time.

2) In too many A-B split tests, the original version (control version) ends up showing a higher sales conversion rate than the new version - negating all the time and effort invested in the test. 

3) Because split-testing cannot test the interactions between multiple changes in the versions offered to your customers, it can never generate the gains that multivariate tests have shown such interactions can produce. 		 

Why multivariate testing

Multivariate testing was developed as the direct result of Web marketers' increasing frustration with A/B split run tests. Because if you wanted to maximize sales and profits in your current budget cycle, you couldn't. It would be quicker to harvest next season’s wine crop than conduct multiple sequential AB split tests.

Multivariate testing offers the possibility of exponential improvement. Yet all multivariate testing solutions are not alike. Click here to see why Conversion Multiplier is superior.
 		 

 


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