VWO Testing
A/B Testing

A/B Testing Solutions to Maximize Your Website Conversions

Create and A/B test different versions of your website and its elements to continuously discover the best-performing versions that improve your conversions.

Know More
Complies with:
VWO GDPR Ready Badge
VWO CCPA Ready Badge
VWO G2Crowd Leader Spring Badge
VWO BS 10012 Certification Badge
Follow us and stay on top of everything CRO
Related content:

Key Differences Between Multivariate Testing (MVT) And A/B Testing

2 Min Read

Multivariate testing (MVT) is a form of testing in which changes are made to multiple sections of a webpage on a site, and then variations are created for all the possible combinations of those changes.

diff b/w a/b testing and multivariate testing

Many people seem to get confused about the terms A/B testing, split URL testing, and multivariate testing. Essentially, A/B testing and split URL testing are the same concepts but Multivariate testing is different. So for all practical concepts, consider A/B Testing = Split Testing.

Download Free: Multivariate Testing Guide

The following table will illustrate the difference between Multivariate Testing and A/B testing (or split testing).


What is A/B Testing?

What is Multivariate Testing?

What is it?

In A/B testing you split traffic amongst two or more completely different versions of a webpage (landing page, home page, etc.) The variations of your original page can differ in any manner. You can either just change the headline; or you can even change the entire design, layout, offer, and whatnot in the variations. What you change in an A/B test is only limited by your creativity. 

For example, if you are A/B testing on your landing page you may want to create one version with a 15% discount, the other with free shipping, and one with the same offer but a different page design.

In a multivariate test, you identify a few key areas/sections of a page and then create variations for those sections specifically (as opposed to creating variations of the whole page in an A/B split test). So for example, in a multivariate test, you can choose to create different variations for 2 different sections: headline and image. A multivariate testing software will combine all these section-specific variations to generate unique versions of the page to be tested and then simply split traffic amongst those versions. That is, you will get these variations of the page: Headline1_Image1, Headline1_Image2, Headline2_Image1, Headline2_Image2.
How it works? Ab Testing Multivariate Testing
Traffic Required Relatively Less Huge
Best used for Testing radically different ideas for conversion rate optimization Optimizing and refining an existing landing page or homepage without making a significant investment in the redesign
Example Case Study Signups increased by 60% after actually removing the signup form Hyundai and VWO Multivariate Test Case Study

Watch how you can quickly set up a multivariate testing campaign in VWO.

Multivariate testing using VWO
End Banner Key Differences Between Multivariate Testing Mvt Ab Testing
Paras Chopra
Paras Chopra I started Wingify in early 2009 to enable businesses to design and deploy great customer experiences for their websites and apps. I have a background in machine learning and am a gold medalist from Delhi College of Engineering. I have been featured twice in the Forbes 30 under 30 list - India and Asia. I'm an entrepreneur by profession and my curiosity is wide-ranging. Follow me at @paraschopra on Twitter. You can email me at paras@wingify.com
More from VWO on A/B Testing
How to Calculate A/B Testing Sample Sizes?

How to Calculate A/B Testing Sample Sizes?

(This post is a scientific explanation of the optimal sample size for your tests to…

Read More
Kees Schippers

Kees Schippers

14 Min Read
7 A/B Testing Examples To Bookmark [2024]

7 A/B Testing Examples To Bookmark [2024]

For businesses to flourish in today’s highly competitive market and hit that conversion rate figure…

Read More
Astha Khandelwal

Astha Khandelwal

11 Min Read
How To Run 25,000 A/B Tests in 2024

How To Run 25,000 A/B Tests in 2024

There’s a company that has grown twice as fast as S&P 500. Beating the market…

Read More
Paras Chopra

Paras Chopra

4 Min Read

Scale your A/B testing and experimentation with VWO.

Start Free Trial Request Demo
Invalid Email