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The digital marketing glossary > A > What is A/B & multivariate tests significance definition?

What is A/B & multivariate tests significance definition ?

A/B & multivariate tests significance refers to knowing if the observed differences between conversion results for the different pages or elements tested are really significant. If they are, the test can be stopped and the winner version or combination can be used for all visitors or for targeted segments.

The higher the difference is between results, the lower the volume is of conversions and visits needed to have significant results.

An example of significance variability :

 
Published on Sunday 28 October 2012, mis a jour le Friday 2 November 2012 (Authors)