Why “Only One Change Per Test” Isn’t Good Advice

Why “Only One Change Per Test” Isn’t Good Advice

Do a quick Google search for “A/B testing mistakes,” and you’ll find a good amount of articles.

Common on those lists is the oft-repeated advice that you should “not make more than one change per test.”

As it turns out, like much of the advice in the conversion optimization world, it’s not so simple.

For most websites, “change only one thing per test” is pretty bad advice.

Good Intentions Don’t Make Valid Advice

When people say you shouldn’t change more …read more

: Conversion XL