Why I Never Stop Split-Testing

Lots of people ask me why I continually split-test (and multivariate test) new and sometimes crazy ideas on my sites.

The answer is simple: There is always room for improvement. Unless you have 100% opt-in, 100% conversion, and 100% upsell rates, you can improve your marketing. The easiest way to do this is via a/b split-testing. An even faster way is multivariate (MVT) testing, or variations on a/b such as a/b/c (split-3) or a/b/c/d (split-4). Multivariate testing is sometimes known as “Taguchi testing,” named after the mathematician who invented the various MVT formulas. Read more