Definition
Multivariate Testing
Also known as: MVT
A testing method that simultaneously experiments with multiple variables on a page to determine which combination produces the best results. More complex than A/B testing.
What does Multivariate Testing mean?
Multivariate testing experiments with multiple page elements simultaneously, testing every combination of variations to identify which combination performs best, rather than testing one variable at a time as A/B testing does. It can also reveal interaction effects between elements that separate A/B tests would miss.
Why does Multivariate Testing matter?
It matters when elements are expected to influence each other, such as a headline and an accompanying trust badge, since testing them independently could miss a combination that performs far better, or worse, than either element would suggest alone.
How is Multivariate Testing applied in practice?
It requires substantially more traffic than a simple A/B test because the number of combinations grows quickly with each added variable, so it is typically reserved for high-traffic pages, with results still evaluated against a required statistical significance threshold before a combination is chosen.
Go deeper
Related terms
Where this fits
Multivariate Testing sits in the conversion rate optimization part of the NotiProof resource network.
Read the Conversion Rate Optimization guide