MVT

Multivariate Testing

A method of experimenting on a webpage or app where multiple elements are modified and tested simultaneously to identify the combination that produces the best results in terms of a specific goal, often conversions or engagement.  

MVT vs. A/B Testing

• A/B Testing: Tests one change at a time (e.g., two versions of a headline).
• MVT: Tests multiple changes and their combinations simultaneously (e.g., two headlines and two images).  

Multivariate testing isn’t just about finding the single best change to your website. It goes deeper, uncovering the perfect blend of element changes that lead to peak performance. This testing method also shows how different website elements interact and affect each other’s contribution to your overall goal.

Because MVT tests numerous variables simultaneously, it can be a faster optimization route than running a series of A/B tests. Ultimately, MVT provides invaluable, data-backed insights into fine-tuning your website based on real user actions.

MVT is particularly valuable when optimizing key pages on your website that receive a high traffic volume, like landing pages, homepages, or product pages. It’s the go-to method when you want to simultaneously test changes to several elements on a page.

• Multiple elements: MVT tests changes to several elements on a page simultaneously, such as headlines, images, calls to action, or page layouts.  
• Combinations: The test evaluates all possible combinations of the changes to see which performs best.  
• Statistical analysis: Traffic is split between all the variations, and statistical analysis determines the winning combination.  
• Goal-oriented: MVT is typically used to optimize for a specific goal, like increasing conversions (CR), click-through rates (CTR), or time on the page.  

Furthermore, if you believe interactions between different elements on your page may affect their overall effectiveness, MVT can help uncover those relationships. However, keep in mind that MVT requires a significant amount of traffic to your website to generate statistically meaningful results.

MVT is a powerful testing method that helps you optimize webpages by identifying the ideal combination of element changes that drive the best performance.  

• Abbreviation: MVT