Market changes and new technologies are making many of the well established testing practices obsolete if not outright wrong. Here is our attempt to outline the big ones and to help you avoid them.
Why should you care about 15 shades of A/B or Multivariate testing?
In this new era the only sustainable competitive advantage is knowledge of and engagement with the customer.
A/B or Multivariate testing solutions were invented to enable experimentation with copy, layout and design changes in search of treatments that will increase conversion rate.
Now testing solutions must go beyond just conversion lift and provide more effective ways to enhance customer engagement and grow customer knowledge.
This sounds like a logical and straightforward extension of the original testing mission.
Unfortunately the legacy of the original A/B or Multivariate testing mindset makes it poorly aligned with the demands of the new industrial age.
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