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. While A/B testing focuses on one change at a time, multivariate testing (MVT) evaluates multiple changes and their combinations at once.
How MVT Works
MVT tests changes to several elements on a page simultaneously, such as headlines, images, calls to action, or page layouts. The test evaluates all possible combinations of the changes to see which performs best. Traffic is split between all the variations, and statistical analysis determines the winning combination.
- Statistical analysis: Traffic is split between all the variations, and statistical analysis determines the winning combination.
MVT vs. A/B Testing
A/B testing involves testing one change at a time (e.g., two versions of a headline). In contrast, MVT tests multiple changes and their combinations simultaneously (e.g., two headlines and two images). MVT can be a faster optimization route than running a series of A/B tests.
- 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).
When to Use MVT
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.
- High-traffic pages: MVT is particularly valuable when optimizing key pages on your website that receive a high traffic volume, like landing pages, homepages, or product pages.
- Multiple elements: It's the go-to method when you want to simultaneously test changes to several elements on a page.
Statistical Analysis and Traffic Requirements
MVT requires a significant amount of traffic to your website to generate statistically meaningful results. The method provides invaluable, data-backed insights into fine-tuning your website based on real user actions.
- Traffic requirements: MVT requires a significant amount of traffic to your website to generate statistically meaningful results.
Stat-Ease, Inc. is a privately held company producing statistical software in Minneapolis, Minnesota, USA, founded by Patrick Whitcomb in 1982. The company has 11 employees and provides software packages for engineers and scientists using design of experiments (DOE) methods for optimizing development of products and processes. It also provides DOE training and consulting services.
