Always use more than two variations (if you can)
David Gutelius avatar
Written by David Gutelius
Updated over a week ago

If you've done any traditional A/B testing, you probably only tested out two versions of a message at a time. With Motiva, try three or more. We regularly have customers running 25-way experiments, which just gives you and Motiva more to learn from.

Why? Giving Motiva three or more variations tends to elicit statistical preference patterns in audiences in a way two simply never will. It also gives you much clearer answers to the questions you’re trying to address in your test.

Unlike traditional A/B testing, you no longer need to worry about defining your split %, p-values (confidence), random sampling, or interpretation. Motiva is like having an automated safety net / data analyst at your side. Once it has enough signal, Motiva will not let poor content through; it will also automatically boost content that’s working.

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