Glossaries
Multivariate Test
What is a Multivariate Test?
A multivariate test is a user research method that compares multiple variations of different elements on a webpage or app simultaneously to determine the most effective combination for achieving a specific goal, such as increased conversions or user engagement.
Synonyms: MVT, Multi-variable testing, Multiple variable testing, Factorial testing
How Multivariate Testing Works
Multivariate testing involves creating multiple versions of a webpage or app by changing several elements at once. These elements could include headlines, images, buttons, or layout. Each combination is then shown to different user groups, and their interactions are analyzed to determine which version performs best.
Benefits of Multivariate Testing
- Comprehensive insights: Multivariate tests provide a deeper understanding of how different elements interact and influence user behavior.
- Efficient optimization: By testing multiple variables simultaneously, you can save time compared to running separate A/B tests.
- Data-driven decision making: Results from multivariate tests offer concrete evidence to support design and content choices.
When to Use Multivariate Testing
Multivariate testing is most effective when:
- You have a high-traffic website or app to ensure statistical significance
- There are multiple elements you want to test simultaneously
- You're looking to fine-tune an already well-performing page
- You want to understand the impact of subtle changes across various components
Frequently Asked Questions
- What's the difference between A/B testing and multivariate testing?: A/B testing compares two versions of a page with one element changed, while multivariate testing examines multiple combinations of several changed elements.
- How long should a multivariate test run?: The duration depends on your traffic volume, but typically it should run until you achieve statistical significance, which could be anywhere from a few weeks to a couple of months.
- Can multivariate testing be used for small websites?: While possible, it's more challenging for small websites due to the need for high traffic volumes to achieve statistically significant results in a reasonable timeframe.
