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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.

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 what not 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 15% discount, the other with free shipping and one with the same offer but 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 doing significant investment in redesign
Example Case Study Signups increased by 60% after actually removing the signup form Hyundai and VWO Multivariate Test Case Study

I hope that was a good comparison between A/B testing and multivariate testing. If you think I left any point, please let me know. I will update the comparison table accordingly.

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
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