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Template variation tests, multivariate testing and split AB testing all have benefits when it comes to website testing methods.
Find important conversion data with template variation tests
Split testing provides a starting point
Hailed as a simple, proven testing method (it's been used for decades in the direct mail industry) split testing is a good starting point for testing colors, images, headlines, and body copy. Because it tracks only one variable at a time, however, it's more limited than multivariate testing.
Multivariate testing offers creative latitude
Test multiple variations at one time with statistical modeling to reveal valid results.
Use all three for greater insight
Using a combination of all three testing methods can give you greater confidence about website optimization.