Summary  
This chapter covers how to implement experiment frameworks for A/B and multivariate testing by routing subsets of traffic to different code paths and aggregating results to identify the best-performing variant.  

General domain of usage  
Website conversion rate optimization (CRO)

1. **A/B Testing (or split testing)**: compares two versions of a page. Version A and version B, to determine which performs better;
2. **Multivariate testing**: takes A/B testing a step further by comparing multiple elements and their combinations at once.

Multivariate testing is best for high-traffic websites or apps. If your site has fewer visitors, results may not be conclusive.

Note

This course focuses on the core beginner topics in conversion rate optimization and landing page optimization. Learn the fundamentals of CRO, user behavior, and the essential elements of effective landing pages, including crafting headlines, value propositions, forms, calls to action, and copywriting best practices. Ideal for those starting out and looking to master the basics before moving to advanced optimization techniques.

A/B and Multivariate Testing