Inefficiency of Simple A/B Testing
Simple A/B testing involves testing each variable change separately, which can be highly inefficient. For instance, testing five variables would require running 10 different tests. This linear approach is time-consuming and resource-intensive.
Embracing a Multivariate Approach
A more efficient method is the multivariate approach. By creating different versions of a page, each with one variable change, you can reduce the number of tests. For example, testing five variables would only require five different versions. This approach allows you to compare the effect of each variable by averaging out the effects of other variables.
Optimizing Experimental Design
To determine the overall impact of changes, start with extreme tests—one version with all variables changed and one with none changed. If there is a significant effect, refine the testing to identify which specific variables contribute to the change. This method minimizes the number of tests needed while ensuring accurate measurement of each variable's impact.