Definition of bivariate testing

A form of A/B testing that compares two variables simultaneously to measure their combined impact.

Explanation of bivariate testing

Bivariate testing goes beyond traditional A/B testing by assessing the interaction between two variables rather than isolating them. It aims to understand how changes in both variables together affect the overall outcome, providing a more nuanced perspective on user behavior and preferences.

Example of bivariate testing 

In digital marketing, bivariate testing might involve testing both the color and the placement of a call-to-action button to determine the optimal combination for higher conversion rates.

Strategies of bivariate testing

• Clearly define the two variables to be tested and their potential impact.
• Use statistical analysis to understand the interaction between the variables.
• Ensure a sufficiently large sample size to draw meaningful conclusions.

Related terms

• Multivariate testing
• Split testing
• Factorial design
• Experimental design