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  • dylancarpe's avatar
    dylancarpe
    Braze Employee
    2 years ago
    • A/B Testing:
      • In A/B testing, you are testing just one variable within your campaign— things like email subject lines or the time a message is sent—to see which one performs better. This involves randomly dividing your audience into two or more groups and presenting each group with a different variation of the asset being tested
    • Multivariate Testing:
      • Multivariate testing allows you to test multiple variables at once to determine the most effective combination. For example, you could test the subject line of your email message, plus the image that accompanies your text, plus the color of the CTA button. This type of testing can be more time-consuming and complex to set up than A/B testing, but it can provide more detailed insights into which elements of your marketing campaigns are driving the best results.