Full Factorial Multivariate Test (MVT)
A Full Factorial Multivariate Test (MVT) is one of the two types of multivariate test. In a Full Factorial Multivariate Test, every single possible combination of the given options is tested. This also makes it more time consuming than its other counterpart—fractional-factorial. To comprehend it better, consider there are two pages with two options on each of the pages. The total number of combinations tested in the Full Factorial Multivariate Test will then be four.
How It Works?
Whenever anyone talks about a multivariate test in general, they refer to the Full Factorial form of the test. The way this method works is quite simple. The entire traffic is first divided into all the possible combinations (four according to the above mentioned example). So if there is a lot of 20 users on the web, each combination will receive five users.
How Does It Help?
As the same number of traffic is available to all the different combinations, this allows researchers to identify which combination did the best. They can then figure out the factors that actually led the specific combination to the top. It could be a certain image or a certain headline in that specific combination that had it performing better than the rest of the three combinations.
It is also to be kept in mind that not all factors in the winning combination perform equally great. While a certain headline might have performed well, an image on the same combination may have a very little impact on the result. Similarly, on the losing three combinations, some factors might perform well while others may not have any impact at all.
This offers a very powerful report regarding each of the different sections. It is also important to predetermine the amount of traffic required on the page for the test to be conducted.