---
title: Configuring optimization testing
related:
  - https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing.md
  - https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing/a-b-testing-website-pages.md
  - https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing/multivariate-testing.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **Info:** **Kentico EMS required**
>
> Features described on this page require the **Kentico EMS** license.

Optimization testing allows you to create different versions of a page (or specific parts of a page) and to evaluate them according to the behavior of the website's visitors. You can confirm which changes are actually beneficial and use the content that works best for the users who visit your website. The testing process does not interfere with browsing on the website. Visitors do not need to give any feedback manually.

There are two different techniques that you can use to optimize pages in Kentico – [A/B testing](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing/a-b-testing-website-pages.md) and [Multivariate testing](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing/multivariate-testing.md).

To be able to work with [optimization testing](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/optimization-testing.md) in the **A/B tests** and **MVT tests** applications, you need to have the permissions for the **A/B testing** and **MVT testing** [modules](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-on-line-marketing-permissions.md). To be able to access the A/B and MVT testing reports, you also need to have the permissions for the [Web analytics](https://docs.kentico.com/k12sp/on-line-marketing-features/configuring-and-customizing-your-on-line-marketing-features/configuring-on-line-marketing-permissions.md#web-analytics) module.

> **Note:** **Enabling Web analytics for A/B and MVT testing**
>
> You also need to enable [Web analytics](https://docs.kentico.com/k12sp/on-line-marketing-features/managing-your-on-line-marketing-features/web-analytics.md), which the system uses to log conversion statistics for A/B and MVT testing variants of pages:
>
> 1. In the **Settings** application, go to the **On‑line marketing -> Web analytics** settings.
> 2. Select the **Enable web analytics** check box.
> 3. Click **Save**.

## Enabling A/B testing

To allow A/B testing on your website:

1. Open the **Settings** application.
2. Click on **On‑line marketing**.
3. Select your **Site** in the site selector (or enable A/B testing globally).
4. Select the **Enable A/B testing** check box.
5. Click **Save**.

## Enabling multivariate testing

To allow Multivariate testing on your website:

1. Open the **Settings** application.
2. Click on **On‑line marketing**.
3. Select your **Site** in the site selector (or enable MVT testing globally).
4. Select the **Enable multivariate testing** check box.
5. Click **Save**.