A/B testing compares whole versions of a page. Multivariate testing compares combinations of several elements at once. Both have a place, but they demand very different amounts of traffic.
We choose the right method for each goal as part of our A/B testing service, matching the test design to your traffic and question. We run both approaches for businesses across Brisbane and Perth.
An A/B test pits version A against version B and tells you which wins overall. A multivariate test changes several elements together and tells you which combination performs best and how the elements interact.
| Method | What it answers |
|---|---|
| A/B test | Which whole version wins |
| Multivariate test | Which combination of elements wins |
Multivariate testing splits traffic across many combinations, so each one receives a fraction of your visitors. That means it needs far more traffic than a simple A/B test to reach significance.
Start with A/B testing for big, clear questions like a new layout or offer. Reach for multivariate testing only when you have high traffic and want to understand how smaller elements work together.
If your traffic is modest, stick to A/B tests. A multivariate test on low traffic will run for months without ever reaching a confident result.
Most testing programmes begin within one to two weeks once tracking and goals are confirmed. Contact our Brisbane team on (07) 3184 9197 for a current schedule.
TPR Media operates from Level 34, 1 Eagle Street, Brisbane City QLD 4000, serving clients across Brisbane and Australia-wide.
TPR Media chooses between A/B and multivariate testing by traffic and question, using A/B tests for clear changes and reserving multivariate testing for high-traffic pages.