Glossaries
Multivariate Testing
What is Multivariate Testing?
Multivariate testing is a user research technique 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 interface 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: Unlike A/B testing, multivariate testing allows researchers to understand how different elements interact with each other.
- Efficient optimization: By testing multiple variables simultaneously, researchers can save time and resources in finding the optimal design.
- Data-driven decisions: Multivariate testing provides concrete data to support design choices, reducing reliance on guesswork or personal preferences.
When to Use Multivariate Testing
Multivariate testing is most effective when:
- You have a high-traffic website or app that can generate significant data quickly.
- There are multiple elements on a page that you want to optimize.
- You want to understand the impact of subtle design changes on user behavior.
- You're looking to fine-tune an already well-performing page or feature.
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 compares multiple combinations of several changed elements.
- How long should a multivariate test run?: The duration depends on your traffic volume, but typically tests should run for at least two weeks to gather sufficient data.
- Can multivariate testing be used for small websites?: While possible, it's less effective for low-traffic sites as it requires a large sample size to produce statistically significant results.
- What tools are available for multivariate testing?: Popular tools include Google Optimize, Optimizely, and VWO (Visual Website Optimizer).
