Multivariaatiotestaus

Multivariaatiotestaus, also known as multivariate testing or split testing, is a statistical method used to compare multiple variations of a webpage, app screen, or other digital asset against each other to determine which version performs best with a given audience. Instead of testing a single change at a time, multivariaatiotestaus allows for the simultaneous testing of multiple changes to different elements on the same page. This means that factors like headlines, images, calls to action, and button colors can all be varied and tested concurrently. The goal is to identify the combination of elements that leads to the highest conversion rate or achieves a predefined objective, such as increased clicks, sign-ups, or purchases. When a visitor arrives at the page, they are randomly shown one of the tested variations. Data is collected on the performance of each variation, and statistical analysis is used to determine if any observed differences in performance are statistically significant or due to random chance. This approach is more efficient than traditional A/B testing when numerous changes need to be evaluated, as it can uncover synergistic effects between different elements. However, it requires a larger sample size and more time to achieve statistical significance compared to testing single variations.