What is a multivariate test (MVT)?
A multivariate test (MVT) is an advanced experimentation technique used in digital optimisation to test a hypothesis by simultaneously modifying multiple elements on a webpage or mobile app. Unlike A/B testing, which compares two or more versions of a single element or page, multivariate testing evaluates different combinations of changes across several elements to determine which combination produces the best results.
How Multivariate Testing Works
In a multivariate test, multiple variables—such as headlines, images, calls-to-action (CTAs), form layouts, or colour schemes—are altered at the same time. Each possible combination of variations is then shown to different segments of website or app traffic. By collecting data on user interactions, businesses can identify which specific combination of elements drives the highest engagement, conversion rates, or other key performance indicators (KPIs).
Example
Imagine an e-commerce product page with:
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Two versions of a headline (short vs. detailed).
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Three versions of the main image (lifestyle, product-only, infographic).
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Two versions of the CTA button (red vs. green).
This setup would generate 2 × 3 × 2 = 12 possible combinations, each of which is tested with a portion of visitors. The results reveal not only which elements perform best individually but also how they interact with one another.
Benefits of Multivariate Testing
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Deeper insights: Identifies the impact of each element and how elements work together.
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Optimised experiences: Ensures users see the most effective combination of design and messaging.
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Efficient use of traffic: Tests many hypotheses in a single experiment rather than running multiple A/B tests.
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Improved conversion rates: Pinpoints the combinations that maximize engagement, sign-ups, or sales.
Challenges and Considerations
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Traffic requirements: Because multiple combinations are tested at once, multivariate testing requires significantly more traffic than a standard A/B test to achieve statistical significance.
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Complexity: Designing, implementing, and analysing an MVT is more complex and resource-intensive than running simpler tests.
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Focus: Testing too many variables at once can lead to noise in the data, making it harder to draw actionable conclusions.
When to Use Multivariate Testing
MVT is best suited for businesses that:
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Have high-traffic websites or apps, ensuring enough visitors to support multiple test combinations.
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Are optimising critical conversion points, such as checkout flows, sign-up forms, or pricing pages.
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Want to understand not just which element works best but also how different elements influence one another.
Strategic Value
By leveraging multivariate testing, companies can go beyond simple design tweaks and gain a more sophisticated understanding of the user experience. This allows them to craft highly optimised digital journeys that deliver better results across engagement, conversion, and customer satisfaction.
