Does A/B testing mean you always have just two groups or can you do multiple test groups and still get the same impact in terms of results?

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Errors stack as you run many two way tests, until your results are no better than accidental. This is why there are multivariate tests that test multiple assumptions at once.

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Aha this makes sense. Thanks...

It's only very simple projects that would only require two variables to be tested.

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A simple A/B test can often yield great results, but multivariate testing can help you find winners much more quickly. The caveat is that you need enough users passing through your funnel to reach statistical significance, which can be very time-consuming or expensive depending on your situation (e.g. start-up).

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