Multivariate Testing

What is multivariate testing?

Multivariate testing is a method for optimizing web pages or other digital experiences by testing multiple variations of different elements simultaneously. It allows you to see how various combinations of elements interact and identify the combination that performs best. This is more efficient than running multiple sequential A/B tests.

What are key aspects of multivariate testing?

• Multiple elements, multiple variations: Instead of testing just one element (like a headline) against a control, multivariate testing allows you to change multiple elements (headline, image, button color, etc.) and test all possible combinations.
• Full factorial design: A full factorial test examines all possible combinations of the variations you've chosen.
• Identifying optimal combinations: Multivariate testing helps determine which specific combinations of elements lead to the best results, such as higher conversion rates or engagement.
• Requires more traffic: Because you're testing more variations, multivariate testing generally requires more website traffic than A/B testing to achieve statistically significant results, according to Mailchimp.
• Focus on refining existing designs: While A/B testing is good for exploring entirely new ideas, multivariate testing is best for refining elements that are already performing well.

When do you use multivariate testing?

• When you have multiple elements on a page that you want to optimize.
• When you want to understand how different elements interact with each other.
• When you have enough traffic to support the increased number of variations.
• After A/B testing has identified the optimal layout and core elements.

How is it in contrast to A/B testing?

• A/B testing compares two versions of a page (the original and a variation) to see which performs better.
• Multivariate testing tests multiple variations of multiple elements simultaneously.