Multivariate Testing

Multivariate testing (MVT) is a technique used to test the effectiveness of different versions of a web page or other digital asset. It involves creating multiple variations of a page, each with a different design, layout, or content, and then randomly showing them to visitors to see which variation performs best.

What is Multivariate Testing?

Multivariate testing differs from A/B testing in that it allows you to test multiple variables at once. With A/B testing, you can only test two variations of a page at a time. With multivariate testing, you can test dozens or even hundreds of variations.

Types of Multivariate Testing

There are two main types of multivariate testing:

• Full factorial design: This type of test compares all possible combinations of variables. For example, if you are testing three variables with two options each, you would create eight variations (2 x 2 x 2).
• Fractional factorial design: This type of test compares a subset of all possible combinations of variables. This can be used to reduce the number of variations that need to be tested.

How Multivariate Testing Works

Here is how multivariate testing works:

• Create variations: The first step is to create multiple variations of the page or asset you want to test. Each variation should have a different design, layout, or content.
• Randomly assign visitors: When visitors come to your site, they will be randomly assigned to see one of the variations.
• Track results: You will need to track the results of your test to see which variation performs best. You can track metrics such as conversion rate, click-through rate, and time on page.
• Analyze results: Once you have collected enough data, you can analyze the results to see which variation performed best. You can then use this information to make changes to your page or asset.

Benefits of Multivariate Testing

There are several benefits to using multivariate testing, including:

• Increased conversion rates: Multivariate testing can help you increase conversion rates by identifying the combination of variables that works best for your audience.
• Improved user experience: Multivariate testing can help you improve the user experience of your website or app by identifying the design, layout, and content that your audience prefers.
• Reduced costs: Multivariate testing can help you reduce costs by identifying the most effective way to spend your marketing budget.

Multivariate Testing Tools

There are several tools available to help you with multivariate testing, including:

• Google Optimize
• Adobe Target
• Optimizely
• Visual Website Optimizer
• Crazy Egg

Multivariate Testing Courses

There are several online courses available to help you learn more about multivariate testing, including:

• Create an A/B web page marketing test with Google Optimize
• Regression Modeling for Marketers

Careers in Multivariate Testing

Multivariate testing is a valuable skill for a variety of careers in marketing, including:

• Digital marketing manager
• Ecommerce manager
• Conversion rate optimizer
• User experience designer
• Data scientist

Conclusion

Multivariate testing is a powerful technique that can help you increase conversion rates, improve user experience, and reduce costs. By using multivariate testing, you can gain a competitive advantage and achieve your marketing goals.