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Tips For Testing Search: A/B, Multivariate

Noran El-Shinnawy serves up some tips on what to test and how to test it, defining the difference between element, variation and variable. Don't necessarily think big because little changes can make a major impact. While it's possible to test different variations of the same variable, marketers still only test one variable, she explains, suggesting marketers choose the test based on goals, site traffic and available resources.

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