MULTIVARIATE TESTING
Testing One Component at a Time
Software Testing
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Agile Testing Extreme Programming Behavior Driven Testing
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• IoT Testing • Mobile Apps Testing • BI & Big Data Testing • Technology Specific Testing
Enter Multivariate Testing
What it Does Picture here
Formalizes, checks and tests on the individual components rather than considering full pages Focuses on identifying the winning combination from a set of all possible combinations
Generating Accurate Results with Multivariate Testing Picture here
Each test consumes a certain amount of traffic before appropriate results are received
More traffic is required in multivariate software testing in contrast to A/B testing
Good Candidates for Multivariate Testing
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Concurrent testing of visual elements & text on a given webpage Text & color testing of call-toaction button simultaneously
Multivariate Software Testing Vs. A/B testing •
Multivariate Software Testing
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A/B Testing
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Different versions of multiple elements are setup, which are combined with the help of a testing tool to eventually determine best possible combination
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Two or more versions of a complete webpage are compared to determine the better combination
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Effectively tests multiple variables simultaneously to arrive at the ideal solution
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Tests only one variable at a time
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Effective when existing landing page or website is to be optimized with minimal focus on redesign effort
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Effective when organization has evaluated multiple ideas to recreate a page and wishes to test them against one another
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Does not require full redesign, hence limited investment is required
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May require complete redesign, hence investment may be relatively more
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If implemented properly, first test run can yield desirable results and point towards the optimal combination
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Mostly, the first run will not give the best possible version the developers or testers are looking for
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Requires more traffic and real-time scenarios to generate appropriate test results and hence, the winning combination
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Requires relatively less traffic as compared to multivariate software testing
Types of Multivariate Testing
Full Factorial Testing
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This is the most preferred type of multivariate testing It is done by giving equal justice to each component combination
Adaptive Multivariate Testing
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This is a recent approach wherein user feedback is given importance Analysis is charted to determine best possible combination based on the realtime responses of website visitors
Fractional Factorial Testing
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Only a certain number of component combinations are exposed to the site traffic Rest of the combinations undergo analysis to determine best conversion possibilities
To Be or Not to Be with Multivariate Software Testing Solutions
Challenges
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Website traffic that needs to be generated for test results The size of sample traffic needs to be projected in advance to ensure result evaluation happens
Benefits
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Large number of variations can be analyzed in limited time frame Enterprise level results have indicated better brand awareness
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