Multivariate Testing and How Ezoic Uses It

Laura Derrick -

Ezoic uses multivariate testing rather than traditional A/B testing. With A/B testing, you have to manually create the tests, and collate and interpret the results before moving to another test. The downside of A/B testing is the implementation of results. Say you run an A/B test where B gets 60% positive results and A gets 40% - convention says you then implement B for 100% of your users, right? So you're actually giving 40% of your users the version they do not prefer. This is generally a bad idea!

In contrast, Ezoic runs thousands of tests concurrently, using artificial intelligence (A.I.) to collate, analyze and implement the results. So those who prefer A, see A, and those that prefer B, see B, and those that don't prefer either option are offered more options until the one they like best is found. 

It's impossible for smaller, independent publishers to create this technology for themselves, so we built Ezoic to bring this technology to all website owners, regardless of size, budget or technical ability. 

If you have any further queries regarding multivariate testing, please do not hesitate to reach out to your account representative, or and we'd be happy to assist!

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