Multivariate & Multipage Testing

Multivariate testing

Multivariate testing (MVT) is an experimentation method wherein variations of multiple page variables are simultaneously tested to analyse which combination work best out of all the options. It’s certainly more complicated and requires far more data than regular A/B test and is best suited for advanced marketing, product, and development professionals.

When conducted properly, multivariate testing can help avoid the need to conduct several sequential A/B tests. The results can be easily analysed and each page element evaluated for its contribution to the measurable improvements, and the interactions between independent element variations (page headlines, banner image, etc.) can be mapped and tracked for valuable insights on page dynamics.

Multipage testing

Multipage testing is a form of experimentation whereby you test changes to particular elements across more than one page. For example, you can create new “challenger” versions of all the pages of your sales funnel, and then test it against the control version. This is called Funnel Multipage testing.

Or you can test how the addition or removal of recurring element(s) such as security badges, testimonials, etc., impact conversions across an entire funnel. This is called Classic or Conventional Multipage testing.

The advantages of this type of testing are that it is not only easy to create and run, but it can provide meaningful and reliable data in the shortest possible time.

Moreover, it enables you to create a consistent experience for your target audience by helping them see a consistent set of pages, irrespective of if it’s the control page or one of the variations.

That consistency enables you to implement the same change on several pages, which ensures that your website visitors aren’t distracted, causing them to bounce between variations and different designs when navigating through your website.