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 Tweet This Resources The Difference Between a Multivariate Test and an A/B Test You’re Doing Landing Page Testing Wrong: These Are the 5 Rules to Do It Right Smart Traffic Experiment: How to Get a 50% Conversion Lift