There are different options for you to choose from when selecting which type of experience to run. Each option has its own merits and also limitations so which should you choose and why? This guide should help you pick the correct one for what it is you are trying to achieve.
To create and build any experience you will first need to start on the 'Create' form and more info on this can be found here.
A/B/n
Core idea | Compare one baseline (A) against two or more variations (B, C, D …) simultaneously. |
What actually happens | Incoming traffic is randomly split across all variants at once (e.g., 25 % each for A, B, C, D). |
Typical use-case | You have several alternate headlines, colour schemes, or page layouts and want to see which performs best. |
Key point | Still a “single-factor” test—the page changes as a whole, but only one version of the page is seen at any one time. |
You are able to use both the visual and advanced code editors to build Abn tests.
Learn more about building Abn tests in the visual editor here.
Learn more about building Abn tests in the advanced editor here.
Split (also known as redirect/bounce tests)
Core idea | Each variant lives on a different URL; users are silently redirected to one of those URLs. |
When to choose it | • Very large or back-end changes that are hard to inject with client-side scripts (e.g., different checkout flows). |
How it differs from A/B/n | In A/B/n the testing tool rewrites the page after it loads; here the user lands on a completely separate page, so performance, SEO factors, or back-end logic can be evaluated too. |
You are only able to use the advanced code editors to build split tests.
Learn more about building split tests here.
Baseline
Core idea | Measure current performance of a metric/several metrics to understand the 'normal' behaviour. |
Why it matters | Without understanding the 'normal' it can be difficult to identify if there is an opportunity to test nor how big the opportunity is. |
Typical setup | No visible changes to the end user and a data collection exercise only. |
You are only able to use the advanced code editors to build baselines.
Learn more about building baselines here.
Target
Core idea | An experience shown only to a specific audience segment (the “targeted” group). |
Two common senses | 1. Targeted variation: You show a new hero banner only to visitors from paid-search campaigns. |
Key distinction | The baseline stays broad and unchanged; the target group/variation is purposefully different and/or narrowly scoped. |
You are able to use both the visual and advanced code editors to build targets.
Learn more about building targets in the visual editor here.
Learn more about building targets in the advanced editor here.
Multivariate Test (MVT)
Core idea | Tests multiple elements at once and every possible combination of those element states. |
Example | You pick 3 headline variants and 2 button colours → 3 × 2 = 6 combinations served in parallel. |
What you learn | • The individual effect of each element (main effects). |
Trade-offs | • Requires far more traffic to reach significance because each combination gets only a slice of visitors. |
You are only able to use the advanced code editors to build MVT's.
Learn more about building MVT's in the advanced editor here.
Quick decision cheat-sheet
If you need to… | Choose… |
Compare several whole-page concepts quickly | A/B/n |
Test an entirely different back-end or template | Split-URL / Redirect |
Understand the 'normal' or current behaviour | Baseline |
Serve a new experience only to a specific segment | Define a Target variation / audience |
Discover which of several on-page elements actually drives lifts | MVT |