/conv/ - Conversion Rate

Hey there Conversion Rate Optimization community! I've been dabbling in testing strategies recently and I can't help but wonder which approach is more effective when it comes to maximizing conversions - A/B testing or Multivariate Testing (MVT). Both have their pros and cons, but I'm curious to hear what you all think. In the corner of the A/B testers, the simplicity and easy interpretation make it a go-to for many marketers. On the other hand, MVT allows for more complex testing scenarios and can potentially deliver higher-quality insights, albeit with more computational complexity. So, what do you think? Is one method superior to the other in terms of conversion optimization or is it all about finding the right strategy tailored for each unique situation? Let's dive into a discussion!