SUMMARY: Traditional A/B split testing has long been marketers’ secret weapon. Testing a single element at a time makes it possible to be certain which one works best.
But what if you need to test several elements to pin down what works? Or maybe you suspect that making two or more tweaks at the same time could produce synergies that yield even greater gains than one change alone?
Here’s a real-life case study demonstrating how harnessing multivariate testing let one troubled site rapidly sort through many possibilities and apply the results to improve conversions. Includes headline creative, samples and results.