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What your mother never taught you about Multivariate Testing

Multivariate tests, whilst marvellous things, are becoming “quick and dirty”. The ease of deployment, WYSIWYG variant creation, and on-demand “live” results means that these supposedly scientific tests are being created, executed and reported on in a fashion at odds with their scientific underpinnings.

In this post, I’ll try to go through what makes MVT a scientific methodology, the pitfalls of quick testing, and how to get the best out of your tests.