Multivariate testing  is a method that allows you to perform a more detailed and subtle test for in order o optimize the conversion rate. It gives you insights about what elements on a page are the most important for achieving your goals with that page. Moreover, multivariate testing shows you how different elements on a page interact with each other. The final versions that are about to be tested are combinations of these elements.

So the particularity of a Multivariate test is that it reveals how effective are specific combinations of elements on a web page.

Unlike A/B testing, MVT is a more difficult method to implement. Because of the larger number of combinations that can result in order to be tested, you will need a lot of traffic on your website if you chose to perform a multivariate test. A/B testing is recommended for websites with a smaller traffic size, whereas Multivariate Testing works better on websites with a large amount of traffic.

multivariate testing                            Image credit:Search Engine Land

Proof: this is an example of how you get the total number of versions when you run a multivariate test.


1) image placement; 2)headline font; 3)headline color

Number of versions for each variable:                                                                            

  1. Image Placement: Left side of the button, Right side of the button(2)
  2. Headline Font:Arial, Calibri(2)
  3. Button color: Blue, Grey(2)

The total number of versions to be tested.

  1. Left, Arial, Blue
  2. Left, Arial, Grey
  3. Right, Arial, Blue
  4. Right, Arial, Grey
  5. Left, Calibri, Blue
  6. Left, Calibri, Grey
  7. Right,  Arial, Blue
  8. Right, Calibri, Grey                                                                                                               Total: 8 versions

As far as you, as an emarketer or website owner, are concerned, statistics show that multivariate testing is considered highly valuable by the most companies that are focused on optimizing the conversion rate. A study of Econsultancy and Red Eye showed that, in 2011, Multivariate testing was considered more valuable than usability testing and customer journey analysis. Though, not so many companies use multivariate testing as a method to improve conversion rate on their websites. When respondents where asked what methods do they intend to use in order to optimize the conversion rate, they placed multivariate testing bellow methods like copy optimisation, usability testing or cart abandonment analysis.

Statistics for what methods do companies intend to use for optimizing the conversion rate:Multivarioate testing 

Statistics: the most valuable methods considered by companies valuable for conversion rate optimisation.multivariate testing

So, if you want to make multivariate testing work for your conversion rate optimisation strategy:

  1. make sure that you have enough traffic on your website: a large number of versions tested needs a proper number of users;
  2. you will test subtle changes on your website, you will not make a complete change of its design; don’t forget that the role of MVT is to get more detailed information concerning your users/customers behavior;
  3. run a test that makes a difference; use multivariate testing on the most important pages on your website; e.g.: a landing page where you test the length of a form combined with different shapes or copy for headers and footers.

Convert more from your website traffic with Omniconvert. Besides the two most valuable methods of testing for Conversion Rate Optimisation, you can find valuable information about your customers through surveys. Convince them to not leave your website before filling out a form with data like email, company or other characteristics. Combine these features to fabulously grow your conversion rate. Try Omniconvert and convert more.