A/B or Multivariate? How to Choose the Right Type of Test

When it comes to creative testing, the two main areas where people struggle is with what to test and how to test it. If you read my column about the six top elements to test in a PPC ad , you might remember this image of a dissected ad with almost a dozen elements to test: But those are just elements of your ad. Pair them with elements of your products and you end up with something like the image below, courtesy of DataPop: So with a list of (almost) endless elements and combinations to test, how do you actually test them? Do you make one change at a time or do you test as many as you can? That’s when we often see the struggle between choosing A/B and multivariate testing. To answer that question, let’s take a step back to the basics and look at what each type of test entails. A/B (Univariate) A/B, or univariate, is a type of test where you only change one variable. You ma...

Full article: http://searchenginewatch.com/article/2223869/AB-or-Multiv...

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