Multivariate Testing and How Ezoic Uses It

Modified on: Sat, 4 Jul, 2020 at 11:48am

Ezoic uses multivariate testing rather than traditional A/B testing. The main 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. 


Every decision you make for your site design should not be based on subjectivity (i.e. personal taste, what you like as an individual), or indeed what we might personally prefer. It's what your users like that counts.



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