Multipage A/B test

An experimentation technique in conversion optimization (CRO) that consists of simultaneously testing variations on several linked pages within a single user journey. Unlike conventional A/B testing, which evaluates a change on an isolated page, multi-page testing measures the overall impact of a set of changes spread over several key stages, often in a conversion tunnel or complex interaction scenario.

🎯 Objective:

Evaluate how a series of coordinated modifications on several pages influences the overall user experience, as well as the final performance indicators (conversion, retention, engagement...).

📌 Frequent use cases :

• Redesign of a shopping tunnel: product page + shopping cart + checkout,
• Improved onboarding: a series of account creation pages/forms,
• Experimentation with a lead conversion flow: home page + form + confirmation page,
• Harmonization of new branding on a set of key pages (header, visuals, editorial tone, etc.).

✅ Advantages :

• Enables a holistic approach to optimization (consistency between pages),
• Avoids "stall" effects between an optimized page and a non-aligned page,
• Better reflects the real impact of certain modifications on the overall route,
• Useful for testing strategic concepts or progressive redesigns prior to global deployment.

⚠️ Constraints :

• More complex implementation than a simple A/B test (multi-page coordination, consistent versioning),
• More demanding analysis, in particular to isolate the effect of one element if several change at the same time,
• Higher traffic requirements: because the test often involves subsets (e.g. users reaching all pages in the path),
• Less suitable if the pages tested have very different objectives.

🧪 CRO best practices :

• Maintain UX/UI consistency between the different pages of the same path to avoid distorting results,
• Define a global main KPI (macro-conversion) and secondary KPIs per page,
• Combine multi-page tests with behavioral analyses (heatmaps, session recordings) to better understand intermediary interactions,
• Use experimentation tools capable of handling multipage logic: AB Tasty, Optimizely, Dynamic Yield, Kameleoon...

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