A / B Test
A / B Test is a test that is done in order to optimize a website, for it are created two versions of the same page, the test version in which we modified a key element of the reservation process and the control version in which we maintain the current design, so that we can compare which of the two versions gets better conversion rate. The traffic to each version of the page is divided proportionally and thus 50% of users can see one version A (test) and the other 50% of users see the other version B (control). Once a sufficient number of users (statistically relevant) has visited our site and passed the test, we can know with certainty and reliably which version converts better and what is the profit we have obtained.
The Multivariate test is based on the A / B Test, but allows us to test more versions at the same time and to obtain more information about the user’s reaction to the different combinations of elements. This type of test allows us to know which of the tested elements obtains a greater improvement in the conversion rate. Unlike the A / B Test, the Multivariate Test requires more time and traffic to obtain results, since it is necessary for a greater number of users to pass through the test so that the results are statistically relevant and can be taken as reliable.
Testing (both A / B and multivariate) on a continuous basis allows us to improve the conversion rate throughout the entire booking process, so that more and more visitors turn into bookings /customers.