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.

Resources

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