An overview of the experiment types that Optimize supports. Optimize offers a diverse range of experiment types designed to suit the needs of your business. This article explains how A/B, redirect, and multivariate (MVT) tests work and offers some examples of how to use them. A/B tests An A/B test, sometimes called an A/B/n test , is a randomized experiment using two or more variants of the same web page (A and B). Variant A is the original. Variants B through n each contain one or more elements that are modified from the original. For example, a different colored call-to-action button. In some experiments, variant B may be a completely different version of a web page. Each variant is served at similar times so that its performance can be observed and measured independent of other external factors. You can also limit your experiment to a specific audience using the targeting feature. Optimize captures the performance data for each variant against an objective and...
