what is multivariate testing

Multivariate Testing


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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