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A Field Guide To Usability Testing by Smashing Magazine

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Multivariate Testing 101: A Scientific Method Of Optimizing Design

By Paras Chopra

In a previous article on Smashing Magazine, I described A/B testing1 and various resources related to it. I have also covered the basics of multivariate testing2 in the past (Editor’s note: See chapters one and two of this eBook.), yet in this chapter I’ll go deeper in the technical details of multivariate testing which is similar to A/B testing but with crucial differences.

In a multivariate test, a Web page is treated as a combination of elements (including headlines, images, buttons and text) that affect the conversion rate. Essentially, you decompose a Web page into distinct units and create variations of those units. For example, if your page is composed of a ...

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