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Whiteboard Wednesday

Testing Multiple Variables

In this Whiteboard Wednesday with Rishabh, we explore efficient techniques for testing multiple variables in experiments, moving beyond the traditional simple A/B testing method. By adopting a multivariate approach, you can significantly reduce the number of tests needed while still accurately measuring the impact of each variable. We discuss strategies such as creating different versions of a page with one variable change each, and using extreme tests to quickly identify significant effects. This video is a valuable guide for anyone looking to optimize their testing process and achieve more reliable results.

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Inefficiency of Simple A/B Testing

Simple A/B testing involves testing each variable change separately, which can be highly inefficient. For instance, testing five variables would require running 10 different tests. This linear approach is time-consuming and resource-intensive.

Embracing a Multivariate Approach

A more efficient method is the multivariate approach. By creating different versions of a page, each with one variable change, you can reduce the number of tests. For example, testing five variables would only require five different versions. This approach allows you to compare the effect of each variable by averaging out the effects of other variables.

Optimizing Experimental Design

To determine the overall impact of changes, start with extreme tests—one version with all variables changed and one with none changed. If there is a significant effect, refine the testing to identify which specific variables contribute to the change. This method minimizes the number of tests needed while ensuring accurate measurement of each variable's impact.

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