Gartner Research

Optimize Customer and User Experience Using A/B and Multivariate Testing

Published: 05 July 2017

ID: G00331353

Analyst(s): Jane-Anne Mennella


A/B and multivariate testing can provide rapid, valuable insight to improve customer and user experience for websites and mobile. Unfortunately, poor planning and analysis will undermine your results. Marketing leaders should use this research to improve the accuracy and usefulness of test results.

Table Of Contents
  • Key Challenges



  • Analyze: Conduct Data Analysis
  • Ideate: Create Test Ideas and a Roadmap
  • Test: Create and Run Test, Assess Results
  • Improve: Implement or Iterate Based on Results

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