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Multivariate testing

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When designing your website or application, don’t you create multiple variations of the same design to see what works best for your users?
That’s precisely how Multivariate Testing works.

What Is Multivariate Testing?

Multivariate testing is a process of testing a hypothesis on multiple platforms simultaneously. The objective of multivariate testing is to figure out which combination of various platforms works best for you.

Let’s dig deeper!
Each website or mobile application has several features that can be modified according to the needs or preferences of the user. For example, let’s assume that a website has a header text, a featured image, and a CTA. Multivariate testing will enable you to test multiple combinations of different header text, featured images, and CTA to help us understand which combination is the best out of all the options.

Some Other Examples To Help You Understand Better:

Testing a text with yellow-colored CTA
Testing the same text with a red-colored CTA
Testing the text with CTA in the middle of the page
Testing the second text with CTA at the bottom

The combinations can be endless, but we hope you get the gist.

Difference Between Multivariate Testing & A/B Testing.

People confuse multivariate and A/B testing because they’re tested similarly, but the difference is relatively straightforward and simple. A/B tests look at the performance and behavior of just one element at a time, whereas multivariate testing tests multiple elements (variables) simultaneously.

Steps To Conduct Multivariate Testing:

To conduct successful multivariate testing, follow the steps below. Each step has been explained with the help of an example.

  • 1. Identify the problem you’re trying to solve.
    For example, users are not downloading your e-brochure.
  • 2. Create a hypothesis.
    For example, users are not downloading the e-brochure because the CTA is at the bottom of the page and the size of the button is very small and hence, unnoticeable.
  • 3. Try a few variations.
    For example, you can put multiple CTAs or experiment with their text and size.
  • 4. Determine your metrics
    For example, if 1000 users visit a webpage with a particular variation, the variation will be considered successful.
  • 5. Test everything.
    Make sure all tools are working fine. Proper testing is important before you start testing.
  • 6. Observe.
    Observe user behavior across all variations and wait till a variation reaches the success metric that you have set up.

Now, you know what multivariate testing is and how to conduct it successfully. Remember that it is different than A/B testing and if you wish to read more about A/B testing, click here.


A correspondent of A/B testing, multivariate testing tests multiple elements (variables) at the same time. It is an integral part of making sure your communication reaches your users in the right way. By identifying your problem, creating its hypothesis, trying variations, and observing your work, you can test your way to successful business growth.

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