VWO Logo
Request Pricing
Dashboard

We tweet useful stuff daily

Related content:

Key Differences Between Multivariate Testing (MVT) & 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.

Multivariate Testing Vs Ab 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 headlie; or you can even change entire design, layout, offer and what not in the variations. What you change in 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 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 whole page in an A/B split test). So for example, in 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 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? How AB testing works how multivariate testing works
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 PDFProducer 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.

Paras Chopra
Paras Chopra Founder and Chairman of VWO
More from VWO on A/B Testing
5 Features Of A Highly Converting Pricing Page

5 Features Of A Highly Converting Pricing Page

Note: The article is written by Dave Schneider, cofounder of NinjaOutreach. Any and all opinions…

Read More
Dave Schneider

Dave Schneider

7 Min Read
A/B testing is like chess

A/B testing is like chess

The rules of chess are easy to remember: a pawn moves one step forward, the…

Read More
Paras Chopra

Paras Chopra

4 Min Read
7 A/B Testing Examples To Bookmark [2020]

7 A/B Testing Examples To Bookmark [2020]

For businesses to truly flourish in today‚Äôs highly competitive market and hit that conversion rate…

Read More
Astha Khandelwal

Astha Khandelwal

10 Min Read
Shanaz Khan from VWO

Hi, I am Shanaz from the VWO Research Desk.

Join our community of 10,000+ Marketing, Product & UX Folks today & never miss the latest from the world of experience optimization.

A value for this field is required.

Thank you!

Check your inbox for the confirmation mail