Multivariate Testing (MVT) is a method wherein you make changes to multiple sections on a webpage and create variations for all the possible combinations that result from those changes.
For example, you might want to test two versions each of a heading and of an image on a webpage. Using MVT, you create one variation for the heading and one for the image. To test all the versions now, create a combination of all the variations (2 X 2 = 4), as shown here:
- Version 1: Heading 1 + Image A
- Version 2: Heading 2 + Image A
- Version 3: Heading 1 + Image B
- Version 4: Heading 2 + Image B
After you run a Multivariate test on all combinations, you know which combination impacts the conversion rate of the page the most.
Why Multivariate Tests
Let’s compare Multivariate testing with A/B testing to understand when you should choose Multivariate over A/B.
While A/B testing, when you are making multiple changes on a web page, you are measuring their impact on the conversion rate. If you want to track the individual impact of each change, you will manually need to create different variations. For example, you can test between two versions of the headline text, or between two different images used in the body.
In contrast, in a Multivariate test, you make changes to different elements and VWO automatically tests all the combinations that result out of the changes you have made. The objective of a Multivariate test is to help you figure out which element in a web page makes the most impact on the conversion rate of the page. MVT is more complicated than A/B testing and is best suited for advanced marketing professionals.
- Running a Multivariate test is useful only when the website receives high traffic.
- A Multivariate test is suggested when you have a hypothesis with multiple ways to implement a variation, but you are unable to decide which combination should be tested.