Ezoic employs multivariate testing, which significantly differs from traditional A/B testing in its approach and outcomes. Traditional A/B testing involves comparing two versions of a web element, such as a webpage layout or call-to-action button, to determine which version performs better based on user responses. For instance, if version B receives 60% positive feedback while version A receives 40%, conventional wisdom dictates switching to version B for all users. However, this method has a major drawback: it forces the 40% of users who preferred version A to use a version they do not favor, potentially leading to a poor user experience. Here is some more information on when A/B testing your website can be a bad idea.
In contrast, Ezoic's multivariate testing runs thousands of tests simultaneously by leveraging artificial intelligence (A.I.) to gather, analyze, and implement the results. This adaptive approach ensures that users are served the version they prefer. If a subset of users shows a preference for version A, they will continue to see version A. Similarly, those who prefer version B will see version B. For users who do not have a clear preference, Ezoic's system will continue to test and offer different options until the most suitable version is identified.
This sophisticated testing capability is particularly beneficial for smaller, independent publishers who lack the resources to develop such advanced technology on their own. Ezoic democratizes access to powerful multivariate testing, making it available to all website owners, irrespective of their size, budget, or technical skills. Ultimately, the goal is to make design decisions based on objective user preferences rather than subjective tastes or individual inclinations, enhancing overall user satisfaction and engagement.