Multivariate test

Multivariate testing is an optimization technique that simultaneously tests several variations of different elements on a web page. Unlike A/B tests, which compare a single change on the same page to determine which version performs best, multivariate tests evaluate the combined effect of several variables, such as titles, images and buttons, by testing all possible combinations of these elements.

While multivariate testing offers more detailed insights than traditional A/B testing, it also has its drawbacks.

Notably, increased complexity in both implementation and analysis, and a high traffic requirement to obtain statistically significant results. This traffic requirement is due to the large number of possible combinations, with each combination requiring sufficient data to draw reliable conclusions.

As a result, multivariate tests are often better suited to sites with high traffic volumes and robust analytical resources.