A/B and Multivariate Testing
A/B testing is a form of statistical hypothesis testing with two variants leading to the technical term, two-sample hypothesis testing, used in the field of statistics. Other terms used for this method include bucket tests and split-run testing but these terms can have a wider applicability to more than two variants. In online settings, such as web design (especially user experience design), the goal of A/B testing is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement).
As the name implies, two versions (A and B) are compared, which are identical except for one variation that might affect a user’s behavior. Version A might be the currently used version (control), while version B is modified in some respect (treatment). For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, as even marginal improvements in drop-off rates can represent a significant gain in sales.
Why It’s Valuable and How It’s Beneficial
Numerous case studies show that when companies modify content or functionality based on A/B testing results, they experience reduced bounce rates, increased conversion rates, higher conversion value, and more sales - not to mention the inherent added benefit of improved content and functionality! A/B testing lowers the risks and increases the probability of success, saving both time and money while providing a stronger, more evidence-based approach to improving your existing applications, platforms, and products.
What You Purchase and Receive
The A/B and Multivariate Testing service provides you with the following reports and implementations:
- Conducting and providing the results for the following tests and experiments: A/B testing, multivariate testing, choice modeling, between-group design
- Software Testing and Modeling Report (STMR): A report containing the results of the software testing and modeling experiments, which provides a full breakdown of the experiments pre-defined metrics and measurements
How Much It Will Cost
The cost of our A/B and Multivariate Testing service is determined based on your deadlines and expectations, and the amount of time and effort necessary to provide the deliverables guaranteed by our service level expectations.
How We Will Work Together
All research materials, information, and documentation will be maintained, compiled, and stored by Programming and Application Services, and directly accessible over secure channels or through Black Box secure systems. Private Black Box accounts are created and assigned to our clients as soon as work begins, providing them with limited access to information and documentation related to ongoing design and development requiring client feedback or input.
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