Multivariate Testing is a method where you create several different versions of something and compare which one does the best job at hitting your goal. For instance, you may change a button 3 different colors and see which gets the most sign-ups on a page. If you're only comparing two items, this is called an a/b test.
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- [Voiceover] Multivariate testing is a method where you create several different versions of something and compare which one does the best job at hitting your goal. For instance, you may change a button three different colors and see which gets the most signups on a page. If you're only comparing two items, this is called an A/B test. You always perform multivariate tests on live sites or products. You're always looking to optimize performance, whether that means creating the most clicks, conversions, signups, or another action. There are many online tools that you can use to automate this type of testing, such as Optimizely, Visual Website Optimizer, and Google Website Optimizer.
For more information on using mutivariate testing in the context of user experience research, check out Smashing Mag's A/B testing overview or measuringu.com. Measuringu.com has both tips and tricks and several calculators that you can use to make sure you've got the right numbers.
This course introduces the fundamentals of user experience research so that anyone can understand the benefits and start integrating research into their everyday design and development process. Start watching to learn how to use UX research to find the answers to the most basic questions about your customers—who, what, when, why, and how—and drive better user experiences and business outcomes.
- An overview of research methods, including usability testing, interviewing, eye tracking, surveys, and many more
- A review of the main types of research, including quantitative and qualitative, behavioral and attitudinal, and moderated vs. unmoderated
- Determining the right methodologies based on organizational environment, client type, and project stage
- Targeting the right research participants
- Crafting the right questions in the right way
- Analyzing and presenting your data