Multivariate Testing

Definition

A method of market research in which several variables of the control scenario are modified simultaneously and the resulting alternative strategies are tested to improve the effectiveness of the final marketing strategy.

Information

Multivariate testing is similar to A/B testing, except it involves multiple variables instead of one variable. By changing some aspect of the underlying strategy and measuring subsequent changes in the market response, the marketer can determine which version produces the best results.

Multivariate testing (MVT) is a way for marketers to test a hypothesis where multiple variables are changed or affected. The goal is to determine which combination of these variables works best.

Multivariate testing (MVT) is similar to A/B testing, but the number of variables used in each test is different. A/B testing uses only one variable, while MVT uses multiple combinations of variables to see which one is most effective.

For example, if a marketer wants to test multiple versions of the same website, they can check the banners, colors, text, buttons, etc. to see which combination of these variables produces the most favorable outcome.

Unlike AB tests, which compare only one aspect of a website at a time, multivariate tests use more sophisticated statistical methods to compare multiple aspects at once.

Similar to A/B testing, test variants of your website, email copy, ad creation, etc. to find the most effective version. Except that instead of creating a few variants with multiple customizations (variants A, B, C, etc.), you instead define variants for certain parts of your design and then create many variants that are combinations of those specific parts.

Let's say you have a hero image, a hero title, and a hero CTA. You have two image options, three title options, and two call-to-action options. Multivariate testing platforms will create 12 (2*3*2) variations of your page with different combinations of different elements.

The total number of options in a multivariate test is always equal to:‍

[number of options for item A] X [number of options for item B] … = [total number of options]‍

Since the changes are small and you test a lot of them, you need a lot of traffic to make multivariate tests like Google, Facebook and Netflix worthwhile. For some, this is a waste of time.

Multivariate tests compare one aspect of a site to another at a time, using advanced statistical methods to ensure that multiple aspects are compared simultaneously.

Literal Meanings of Multivariate Testing

Multivariate:

Meanings of Multivariate:

A vector of which each element is a variable.
Have or contain multiple variables.

Testing:

Meanings of Testing:

Finish (gold, silver, etc.) in a cork or cupellation.
Test to confirm truth, authenticity, or quality through experience, principle, or standard to be tested.
(Academics) To administer or assign (to someone) an exam that is often taken during the academic term.
Expose the product or equipment to everyday and/or extreme conditions and check its durability, etc.
Prove by testing.
Research or test, for example, with a reagent.
Notarial deed and date (document).
Make a will or testament.
The act of testing, testing, testing.
Difficult.