Multivariate Testing – Everything You Need to Know
VWO defines Multivariate testing as a technique for testing a hypothesis in which multiple variables are modified.
In terms of a website, it is an experimentation that leads to modification and testing of multiple elements of a webpage to determine which combination of the page leads to the maximum positive impact on conversion.
Shubhi Ahluwalia has published a comprehensive article on Multivariate Testing and when and how to use it.
Ahluwalia says, “Multivariate testing allows you to drill down and see exactly which combination of your critical website elements yields the best results. The changes in a multivariate test are more subtle than those in an A/B test, but give you an insight into how key elements can work together to drive significant improvement in your conversion rates. Multivariate testing, therefore, is best deployed when you wish to optimize landing pages, your homepage, or any other critical page without having to go for a complete redesign.
Another crucial benefit of multivariate testing is that it saves you time as you test multiple variables simultaneously as opposed to testing them iteratively and measuring the impact of each. You also get to measure how each of the variables interacts with one another and impact your overall goal”.
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