How conversion rate optimisation is structured in an organisation will influence whether it is successful or not

Multivariate Test


A multivariate test or MVT is where changes to multiple elements of a webpage are evaluated simultaneously. Unlike an A/B test where only one element of a page is tested at a time, an MVT allows marketers to understand the impact of changing a number of elements at once (e.g. headline and image) to identify the best performing combination of these elements.

Image illustrating multivariate testing

To validate an MVT it is good practice to follow-up with an A/B test of the winning combination to ensure the uplift is real and sustainable. Due to the complexity of MVTs they also require more traffic than an A/B test to reach a statistically significant result. Also see Design of Experiments (DOE) and full factorial.



Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.


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