what is multivariate testing

Multivariate Testing

Definition

The discipline of testing multiple combinations of page elements simultaneously to identify which combination yields the highest conversion rate. Because it compares a greater number of variables than A/B testing, multivariate testing can only lead to statistically significant results when you are already driving a lot of traffic.

“Multivariate testing does play a role in your CRO strategy, but it shouldn’t play the leading part.” — @chrisgoward
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Resources

  1. The Difference Between a Multivariate Test and an A/B Test
  2. What is Multivariate Testing?
  3. Landing Page Testing: Choosing Between A/B Or Multivariate Approaches
  4. [VIDEO] Lessons Learned from 165,996 A/B and Multivariate Tests