A/B and Multivariate Testing

CONCEPTUAL

Goals;

• Fully integrated MVT

• Ability to trigger code, interactions, and show/hide elements

• Ability to scope MVT Experiments to pages, path parts, or tagged elements, so that multiple experiments can be run independently and simultaneously

• All data capture in a 3rd party package like GA4

Design;

• Experiment manager ( external? )

• Experiment scope, i.e. by page or defined by zones using a custom attribute

• Auto-applies Experiment data and variant data to existing GTM data blocks

  • So that cross-impact can be ascertained.

• Experiment engine

  • Show/hide

  • Various triggers e.g. IX2