Gartner Research

Use A/B and Multivariate Testing to Improve Customer Experience

Published: 16 December 2014

ID: G00265861

Analyst(s): Martin Kihn , Magnus Revang


Digital marketers are not yet making the most of A/B and multivariate testing to deliver better experiences on their websites and through other channels. Use this research to understand proven ways to get the most out of your testing program.

Table Of Contents
  • Key Challenges



  • Use the Scientific Method
  • Keep the Tests Small and Contained
  • Create a Process to Implement Changes From Successful Experiments

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