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What is Multivariate Testing?

What is Multivariate Testing? Multivariate testing (MVT) is a form of experimentation wherein multiple elements of a webpage are modified and tested to determine which combination of the page leads to the maximum positive impact on conversion. MVT is a process by which more than one component may be tested in a live environment. It can be thought of, in simple terms, as numerous split tests or A/B tests performed on one page at the same time. See A/B testing definition for more information.

Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations.

Websites and mobile apps are made of combinations of changeable elements. A multivariate test will change multiple elements, like changing a picture and headline at the same time. Three variations of the image and two variations of the headline are combined to create six versions of the content, which are tested concurrently to find the winning variation.

Multivariate testing, also known as multivariate analysis or multivariate experimentation, is a method of testing multiple variables simultaneously in order to understand the relationship between them and determine which combination of variables produces the best results. This type of testing is commonly used in marketing and website optimization to identify the most effective combinations of elements, such as headlines, images, and calls to action, in order to improve the performance of a website or advertising campaign.

Multivariate testing involves creating multiple versions of a web page or ad, each with a different combination of variables, and then using statistical analysis to determine which combinations produce the desired outcome. For example, a company might use multivariate testing to determine the best combination of product images, prices, and promotional offers in order to maximize the number of sales on their website.

Multivariate testing allows companies to test and compare multiple variables simultaneously, rather than testing them individually, which can save time and resources. It also provides a more comprehensive and accurate picture of the relationship between variables, which can help companies make more informed decisions about their marketing and optimization efforts.

  1. SEM Dictionary of terms – AYSA

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