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Multivariate Test

A method used to test multiple variables simultaneously to determine which combination yields the best results.

Description

In digital marketing, a multivariate test is employed to understand how various elements of a webpage or email campaign affect user behavior. Unlike A/B testing, which changes one element at a time, multivariate testing changes multiple elements simultaneously. This allows marketers to see how different combinations of changes interact and which mix performs the best. For example, you could simultaneously test different headlines, images, and call-to-action buttons to see which combination generates the highest conversion rate. This type of testing is incredibly valuable for optimizing complex pages or campaigns where multiple factors influence user engagement and conversion rates.

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Additional Information

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