Multivariate Test

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

Multivariate Testing Definition:

A multivariate test or MVT is where changes to multiple elements of a web page 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.



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