The independent variable in an A/B or multivariate test are the variables that we hypothesise will influence the conversion rate or other KPIs. If there is a significant change in the dependent variable (e.g. the conversion rate) we reject the null-hypothesis.
A/B testing tools – Which A/B testing tool should you choose?
Optimisation process – 8 steps guaranteed to boost your conversion rate.
Prioritise tests – How should you prioritise your A/B test ideas?
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