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Kentico EMS required
Features described on this page require the Kentico EMS license.
Making improvements on a website can be a difficult process, since it is often not possible to know ahead of time whether changes will have a positive effect, or which modification out of several options will bring the best results. You can resolve these issues by running optimization tests for pages.
Optimization testing allows you to create different versions of a page (or specific parts of a page) and 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. Each type of testing has its advantages and is intended for different scenarios:
A/B testing | Multivariate testing (MVT) |
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Advantages of A/B testing | Advantages of MVT |
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Disadvantages of A/B testing | Disadvantages of MVT |
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Should I start off with A/B or MVT?
It is recommended to start optimizing your pages on a larger scale, using A/B testing. Once you choose the best page using A/B testing, you can use MVT to fine tune individual elements of the page.
Note that running both A/B testing and MVT on the same pages at the same time is not supported.
Both types of optimization testing measure results by tracking the activity of users after they access the tested page and view one of the different content versions. Actions that are desired from visitors are represented in the system as Conversions. Typical examples of conversions are product orders, registrations, newsletter subscriptions, views of special pages etc. When a user performs the action tracked by a conversion, the system logs a Conversion hit.
Testing is most recommended for key sections of the website that receive the most traffic, such as the default home page (landing page).