We interviewed Craig Sullivan, an industry expert on conversion optimisation. He explains when he uses A/B and multivariate experiments in the design process.

Watch Craig Sullivan explain A/B and multivariate testing

Further reading

  • This article in Wired shows how A/B experiments were used to good effect in Obama’s election campaign.
  • This article in eConsultancy shows how multivariate experiments were used to improve conversion rates at LoveFilm.