Only 1 in 8 for AppSumo yielded positive results which, of course, means nothing for Hyundai. The result that Hyundai achieved by adding clear calls to action

Only 1 in 8 for AppSumo yielded positive results which, of course, means nothing for Hyundai. The result that Hyundai achieved by adding clear calls to action on a page which had none is not very surprising to me at all. You don't need multivariate tests to discover that. What I find great about doing multivariate tests is the results which are surprising due to factors which are not intuitive... the kinds of insights that an experienced marketer would never have thought to suggest. In Hyundai's case, it seemed more of a Marketing 101 lesson than a triumph of A/B testing.