A multivariate test (MVT) tests variants of two or more elements simultaneously to see which combination creates the best outcome. Instead of showing which page variant is most effective (as in an A/B test), MVT identifies the most effective variant of each element as well as analyzing the interactions between those elements. MVT tests are useful for optimizing multiple aspects of a landing page, for example.
You can test two headlines (original “H1” and variant “H2”) and three hero images (original “A” and variants “B” and “C”) simultaneously, which would produce:
- 2 sections (the headline and the images), with
- 3 and 2 variants (respectively), for a total of
- 6 combinations (the number of variants multiplied by each other, or 3 x 2)