Gartner Research

Improving Website User Experience With A/B and Multivariate Testing

Published: 10 March 2016

ID: G00298507

Analyst(s): Magnus Revang


Amazon, Facebook, Google and other leading Internet sites employ extensive A/B and multivariate testing to deliver great user experiences and business value. IT leaders can learn from these companies as they implement A/B testing in more traditional IT organizations.

Table Of Contents
  • Key Challenges



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

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