Gartner Research

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

Published: 15 January 2019

ID: G00378359

Analyst(s): Jane-Anne Mennella


A/B and multivariate testing help organizations determine how to improve their online experiences, products and marketing programs. Customer experience leaders must understand how this methodology is best utilized to create targeted tests that deliver high-impact results.

Table Of Contents
  • Key Challenges



  • Leverage Data to Define Who and What to Test
  • Develop a Prioritized Testing Roadmap
  • Establish a Development Process

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