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What is Multivariate testing (MVT)?

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.


When should multivariate testing be used?

As MVT focuses on slight variations of a page, we always recommend a project begins after any A/B testing has been completed.

MVT also requires large traffic volumes to ensure accurate results so it’s best to always ensure you have the right levels of website visitors (above 3,000 per month) before starting an MVT campaign.


What can be tested?

As MVT is different to A/B testing we recommend only slight changes to a page layout should be tested.

Such variations include:

  • Call to action text
  • Call to action colour/position
  • Headline text
  • Product images
  • Positioning

MVT is a perfect solution to fine tune a page, once A/B testing has determined the overall page structure.


What we deliver

Once we have developed the CRO strategy and plan and the first stage A/B testing we then instigate the MVT project.

We utilise a cutting edge MVT dashboard to implement and track page changes, ensuring only minimal development resources are needed.

All tests are integrated with your current marketing campaigns and complete transparency is provided throughout.