AB testing, also known as split testing, is a method used to compare two versions of a webpage, email, or other elements to determine which one performs better. While the basic concept of AB testing is straightforward, there are different types of AB testing techniques that can be used depending on the goals and complexity of the test. This guide will explore the various types of AB testing and their applications.

Types of AB Testing

Classic AB Testing

Classic AB testing involves comparing two versions of a single element to see which one performs better. This is the simplest and most common form of AB testing.

Example: Comparing two different headlines on a landing page to see which one results in more conversions.

How It Works:

1. Create two versions of the element (A and B).

2. Split your audience randomly into two groups.

3. Show version A to one group and version B to the other group.

4. Measure the performance of each version using key metrics (e.g., click-through rate, conversion rate).

5. Analyze the results to determine which version performs better.

Split URL Testing

Split URL testing, also known as redirect testing, involves testing two different URLs against each other. This type of testing is useful when you want to compare completely different pages or experiences.

Example: Comparing two different designs for a homepage by creating two separate URLs for each design.

How It Works:

1. Create two different versions of a webpage, each with its own unique URL.

2. Split your audience randomly and direct them to one of the two URLs.

3. Measure the performance of each URL using key metrics.

4. Analyze the results to determine which URL performs better.

Multivariate Testing

Multivariate testing (MVT) involves testing multiple variables simultaneously to see how different combinations of changes affect overall performance. This type of testing is more complex and is used to understand the interactions between different elements on a page.

Example: Testing different combinations of headlines, images, and call-to-action buttons on a landing page to see which combination yields the best results.

How It Works:

1. Identify the elements you want to test (e.g., headlines, images, buttons).

2. Create multiple variations for each element.

3. Generate combinations of these variations and create multiple versions of the page.

4. Split your audience randomly and show each group a different combination.

5. Measure the performance of each combination using key metrics.

6. Analyze the results to determine which combination performs best.

Multi-Page Testing

Multi-page testing, also known as funnel testing, involves testing changes across multiple pages in a user's journey. This type of testing is useful for optimizing entire user flows or funnels, such as a checkout process.

Example: Testing changes to the product page, cart page, and checkout page to see how these changes impact overall conversion rates.

How It Works:

1. Identify the user flow or funnel you want to test (e.g., product page to checkout).

2. Create variations for each page in the flow.

3. Split your audience randomly and show each group a different variation of the entire flow.

4. Measure the performance of each variation using key metrics.

5. Analyze the results to determine which variation of the flow performs best.

Sequential Testing

Sequential testing involves running a series of AB tests in a sequence, where the outcome of one test informs the design of the next test. This approach is used for continuous optimization and iterative improvement.

Example: First, testing different headlines, then using the best-performing headline to test different images, and so on.

How It Works:

1. Run an initial AB test to compare two variations of an element.

2. Analyze the results and select the best-performing variation.

3. Use the winning variation as the control for the next test.

4. Repeat the process to continuously optimize different elements.

Conclusion

Understanding the different types of AB testing is crucial for selecting the right approach based on your goals and the complexity of your tests. Classic AB testing is ideal for simple comparisons, while split URL testing is useful for completely different experiences. Multivariate testing helps understand interactions between multiple elements, multi-page testing optimizes entire user flows, and sequential testing enables continuous improvement. By leveraging these different types of AB testing, businesses can make data-driven decisions and achieve better performance and outcomes.