6.14 A/B/N Testing
Even though the name “A/B Testing” seems to imply that it involves two options, an A/B test could involve multiple choices.
To revisit the “Buy It Now” button color options, there’s no reason to limit the options to just two colors. A company could test a blue one, a red one, an orange one, a brown one, and so on.
As long as the company keeps all other inputs constant, but only changes the color of the button, they can run this test to determine the optimal button color for its users.
3 If multiple combinations of changes are being tested at once, this would be multivariate testing, not A/B testing. However, through repeated sequential A/B tests, marketers can experiment with, and assess, the design of many separate features.