OpenText Core Web Optimization

A/B testing, also known as split testing, is a method used to compare two versions of a webpage or app against each other to determine which one performs better. To conduct A/B testing you create versions of the web page, split your web traffic, measure the performance and analyze results.

Multivariate testing is a more complex form of A/B testing allowing you to test multiple variables simultaneously to see how they interact with each other. For multivariate testing you select several elements on a web page, such as headlines, images, and buttons and measure different combinations.

Segmentation for the web involves dividing your audience into distinct groups based on specific criteria, allowing you to tailor content and marketing strategies to each segment. Segments can be demographic, behavioral, psychographic, and many others.

Companies optimize experiences by systematically testing and analyzing different elements of their websites. The two most common forms are A/B testing and multivariate testing. Data from these tests are analyzed to improve their personalization, functionality, and engagement.