Creative and Offer Testing – Depending on your specific needs, we can perform A/B and multivariate testing to ensure you are capitalizing on the most effective creatives and offers.
A/B testing is a classic model of testing against a control. Simply put, one basic element in a piece of creative is changed to enable an apples-to-apples test. Alternate versions of the same creative with that one element changed are produced and tested to determine which performs the best under normal circumstances. The most effective creative then becomes the control to insert back into the cycle.
Multivariate testing is a process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous split tests or A/B tests performed on one page at the same time. Split tests and A/B tests are usually performed to determine the better of two content variations, multivariate testing can theoretically test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and computational power.