Why Digital Product Managers Should Consider A/B and Multi-Variate Testing

Conversion Rate Optimization as a Key to Success

If you are a Product Manager for a digital product, Conversion Rate Optimization (CRO) is fundamental to evaluating your conversion funnel and site optimization. CRO is the process of increasing the percentage of conversions (the number of users who take a desired action on your website or mobile app), and typically involves generating hypotheses to optimize variables on your site or app that can be improved, and then validating those hypotheses through A/B testing and Multi-Variate testing.(1)

Conversion rate = (conversions / total visitors) * 100%

Two key user experience research methodologies used in Conversion Rate Optimization are A/B testing…