What is a Multivariate Test?
Amultivariate testis an experiment in which multiple elements on a page are tested simultaneously in different combinations.Unlike an A/B test, with aA/B testtest you test multiple variables simultaneously to discover which combination works best.Difference between
A/B test and multivariate testWith an A/B
test you compare one element in two variants.With a multivariate test you test multiple elements (e.g. Headline, image and CTA text) in all possible combinations.A multivariate test requires significantly more traffic for statistically reliable results, at least 10,000 visitors per month to the test page.When do you use
a multivariate test?Only if you have
enough traffic for reliable data.For lower volumes, an A/B test is more effectiveA/B testreliable.Multivariate tests are useful if you want to understand how elements interact with each other.Multivariate testing and CROMultivariate
testing is an advanced CRO technique.Use tools like VWO
or Optimizely.Use heat maps and sessionCROto identify the most promising elements in advance.IsHeatmapmultivariate test more difficult than an A/B test?Yes.The analysis is
more complex and requires more data and time for
reliable conclusions.Can I start with a multivariate test without A/B testing