Aleh Barysevich says, “If you were going to send the first OkCupid message to a potential date, how many versions would you come up with? And how would you test to see which one was the best one?

Fortunately, there is no market for online dating message testing (not yet, anyway). But split-testing, also known as A/B-testing, has been big business for marketers since the middle of the 20th century. Ogilvy & Mather used A/B-testing to famously rise to the top of the marketing world, and today Neil Patel continues to preach the good news.

Multivariate testing, on the other hand, is a more recent and complex affair. Theoretically, there is no upper limit to the number of combinations that could be tested, making it an extremely powerful alternative to traditional split-testing“.

Three Key Differences Between A/B-Testing and Multivariate-Testing

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