*Multivariate Testing: the process by which more than one component of a web site is tested in a live environment. Multivariate testing can theoretically test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and computational power.
*A/B Testing: sometimes referred to as split testing. This method of advertising testing uses a baseline control sample compared to a variety of single-variable test samples in order to improve response rates. Traditionally used by direct mail, this method has been adopted within the interactive space to test banner ads, emails, landing pages and more.
*Usability Testing: a technique used to evaluate a product by testing it on users. Usability testing focuses on measuring a product's capacity to meet its intended purpose. Usability testing is commonly used on new or redesigned web sites and web-based applications to determine and roadblocks, misunderstandings and failures.
It's great if you think your customers like the blue graphic better than the red, but it's much better if you KNOW what makes them respond favorably. Online A/B and Multivariate testing make it possible to put numbers to which graphic to use, the "winning" text and the "best" advertisement. Meanwhile, usability testing shows true human behavior. There are many options and considerations for each of these testing methods. Learn more by 