December 2015
Beginner
255 pages
4h 54m
English
Content preview from UX for BeginnersBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 96. A Multi-what-now Test?!
An A/B test is brilliant for testing a specific change in your design. But, if you want to test how one design element affects another, you need a multivariate test.
A multivariate test can test combinations of changes.
Multi-VARIATE. (Say: “multi-very-it”)
When you change one thing on your page or site, it can affect how the users think about something else. A multivariate test allows you to test relationships between design elements.
Let’s say you have three options for headlines:
Headline 1: “This is the greatest thing ever!”
Headline 2: “This is the worst thing ever!”
Headline 3: “This is kind of really ok, ish!”
And you also have three options for photos to go with those headlines!
Photo 1: A puppy.
Photo 2: A hamburger.
Photo 3: Your mom.
That doesn’t sound so bad. Seems like an A/B/C test. Right?
Nope.
Here’s the kicker:
Any of the headlines will work with any of the photos. But depending on the combination, the user might have different reactions.
Maybe some people want to see the greatest thing ever, but only if the photo shows something they like.
Maybe some people would love to see the worst thing ever, but only if the photos show something they hate.
Or, maybe your mom makes every headline more effective! Who knows?!
Very subjective. Very complicated.
How would you know what combination to use!?
A multivariate test, that’s how.
Multivariate tests think harder than you can.
In this case there are nine combinations of photos and headlines:
Headline 1 with photo ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.