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.
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.
Resources:
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.
