In their simplest form, A/B and multivariate testing mean showing different versions of content to random subsets of the same audience, following the data to see which version led to stronger engagement. A/B testing is the most common methodology, involving testing two separate versions where all other aspects of the page remain static. Multivariate testing, where multiple factors are tested concurrently, is also common and effective. Designed and implemented properly, testing is one of the most effective ways to generate big improvements with less effort.
A robust testing strategy is a cornerstone for site optimization and continuous improvement. Using the same content and the same marketing are likely to yield the same results. For those who want to grow their business and build a relationship with new or prospective clients, positive forward change is a necessity. However, effective change is an easier concept than accomplishment. Thankfully, testing (A/B and multivariate) offers an easy solution to make only changes that will grow engagement over the long term.