Both are conversion rate optimization (CRO) techniques, but with key differences:

✅ A/B Testing:

You test two versions (Version A vs Version B) of one webpage element (e.g., headline, CTA button color) to find which performs better.
Goal: Isolate a single change and measure its impact.

Example

Page A: “Buy Now” button in red
Page B: “Buy Now” button in blue
Whichever version results in more clicks or conversions is the winner.

✅ Multivariate Testing:

You test multiple combinations of changes at once—like headline + image + CTA—across several variants.
Goal: Understand which combination of elements works best together.

Example:
3 headlines × 2 images × 2 CTA colors = 12 combinations tested at once.