This article originally appeared on the Optimizely blog.

Your customer base is dynamic and complex. If you’re trying to optimize across your entire population of users, traditional A/B experiments may fall short. In this case, you should consider a technique we call experimental design because it allows for massive increase in the amount of variance in your digital marketing campaigns.

Experimental design is a form of multivariate testing. This technique allows marketers to massively increase the possible combinations of individual variables in digital marketing campaigns as opposed to binary changes in A/B tests. Marketers can test and project the impact of many variables (such as web page formats and designs, product offers, messages, incentives, interstitials, and so on) by testing just a few combinations of them.

We have seen multivariate experiments increase response rates to promotional offers for products, subscriptions, and other marketing campaigns by 3 to 5 times, adding hundreds of millions of dollars of value.

In this post, we’ll discuss how to make large-scale experimental design campaigns actionable.

Read more on Optimizely's blog.