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A/B and Multivariate Testing
The latest big buzz doing the rounds is all about A/B Testing and in particular, Multivariate Analysis. Applied to Content and Marketing Optimisation, it promises big returns. But just what is it and should one be doing it?
Wikipedia describe Multivariate Analysis as 'a form of statistics encompassing the simultaneous observation and analysis of more than one statistical variable'.
It certainly does seem a long way away from web marketing, so have we finally met a situation where marketers and site designers are accepting that a new approach is needed if performance is to be improved?
Accepting that the web has reached maturity and to be able to move forward, websites need to be more intelligent and less manual. It means businesses need to move away from an opinion-based approach to design and development, and into a more scientific model of automated evolution.
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