Conversion Optimisation
Variant
Plain English
A different glossaryVersionA version is a specific iteration of software or a product at a point in time.Open glossary term of something.
Definition
A variant is a glossaryVersionA version is a specific iteration of software or a product at a point in time.Open glossary term of a design or experience used in testing or experimentation.
In practice
Used in A/B or multivariate testing to compare glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term.
In context
Testing several at once feels efficient and rarely is. Each one splits the glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term further, and a four-way test on modest volume will not resolve inside a quarter.
The reality
Variants are often too similar or poorly designed to produce meaningful results.
Compared with
Variant vs Control
The control is the current experience and the baseline for comparison. A variant is any changed glossaryVersionA version is a specific iteration of software or a product at a point in time.Open glossary term tested against it. Without a control running concurrently, you are comparing against a different week, not a different design.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is a variant?
It is a different glossaryVersionA version is a specific iteration of software or a product at a point in time.Open glossary term used in testing.
Why are variants used?
To compare glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term between options.
What makes a good variant?
Clear and meaningful differences.
What is a common issue?
Variants that are too similar.
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