7 Best Multivariate Testing Tools & Software in 2026 (Expert Picks)

Every element on your website or app, from headlines to buttons, shapes user experience and influences conversions. 

But how do you know which combination works best?

There are different testing methods to explore, depending on what you want to test. A/B testing is great for refining individual elements, while Split URL testing is ideal for comparing entirely different page designs.

However, when you need to analyze how multiple elements—like headlines, images, and buttons—work together and which combination best uplifts your conversions, multivariate testing (MVT) is the way to go.

In this guide, we’ll explore the best multivariate testing tools and why VWO is the top choice for smarter experimentation, faster optimization, and better results.

What is a multivariate testing tool?

A multivariate testing (MVT) tool is a software solution that allows businesses to test multiple elements on a webpage or digital experience simultaneously to determine the best-performing combination.

MVT analyzes how different variations of multiple elements—such as headlines, images, CTAs, and layouts—interact to influence user behavior.

For instance, a hospital website aimed to increase specialist appointment bookings by running a multivariate test with these variations:

• Headlines: “Expert Care, Anytime” vs. “Book a Specialist Consultation”
• Hero Image: Doctor-patient interaction vs. Modern hospital facility
• CTA Button Text: “Schedule an Appointment” vs. “Consult a Doctor Now”
• Form Placement: Embedded on the homepage vs. Pop-up after 10 seconds

With 16 possible combinations, the test revealed that:
“Book a Specialist Consultation” + Doctor-patient image + “Schedule an Appointment” CTA + Embedded form placement led to the highest conversion rate.

By optimizing its website based on these insights, the hospital increased online appointment bookings and reduced drop-offs from the scheduling page.

Used by marketers, UX designers, and CRO teams, MVT tools help identify the most effective design and content variations, leading to better engagement and higher conversions.

Best multivariate testing tools: A quick overview

• VWO
• Webtrends Optimize
• Adobe Target
• AB Tasty
• Kameleoon
• SiteSpect
• Convert

Comparison summary of multivariate testing tools

MVT Tool	Features	Pricing
VWO	– Conversion Rate Report – Combination Performance Tracking – Frequentist Testing – Sidak Correction – Segmentation – Behavior-Based Testing – Built-in Test Duration Calculator – Traffic Simulation – Cross-Browser & Cross-Device Testing – Integrated Heatmaps Scheduling – Downloadable Reports – Visual Editor – Auto-Combinations – AI Copilot – SmartStats	Free trial: 30 days, inclusive of all features. Paid: Custom pricing
Webtrends Optimize	– Split Testing – Personalization – Targeting – Baseline Analysis – Onsite Surveys – Funnel Optimization – Fractional Factorial Arrays	Free trial: 30 days Paid plans: Pricing available upon request
Adobe Target	– Full Factorial Testing – Traffic Estimator – Element Contribution Report – A/B/n Testing – Multi-armed Bandit Testing – Mobile Optimization – Personalization – Automation – Targeting – Segmentation	Pricing is available on request.
AB Tasty	– No-Code Visual Editor – Emotions AI – Full-Stack Experimentation – Audience Builder – Performance Center – Reports & Dashboards – Custom Widgets – Dynamic Allocation – Cross-Account Sharing	Prices are not available on the website.
Kameleoon	– Multi-Stat Engine – AI Copilot – Audience Segmentation – Mobile App Testing – Smart Graphic Editor – Code Editor – Simulation Tool – Dynamic Traffic Allocation – AI Predictive Targeting	Pricing is available on request.

Top 7 multivariate testing tools (free & paid): Detailed overview

1. VWO

VWO is an experience optimization platform that enables businesses to optimize their websites through A/B testing, multivariate testing (MVT), and in-depth behavioral analytics tools. It provides a user-friendly interface for running experiments, creating test variations, and analyzing performance through its robust dashboard.

Multivariate testing with VWO

VWO’s multivariate testing (MVT) capabilities allow you to experiment with multiple elements on a page simultaneously, helping you find the best-performing combination. Instead of testing changes one at a time, MVT lets you test hundreds of variations at once, ensuring data-driven decision-making for conversion rate optimization.

Key features:

1. Create and test multiple combinations automatically

• Visual editor: Effortlessly create and modify hero images, buttons, headlines, and other key elements – no coding required.
• Auto combinations: Automatically generates and tests all possible variations to identify the highest-converting combination.

2. Advanced reporting & performance analysis

• Visualize test results to understand which element combinations drive the best engagement.
• The Conversion Rate Report in MVT helps analyze each combination’s success.
• Combination Performance Tracking allows you to compare results for different goals and combinations.

3. Powerful visitor segmentation & behavior-based testing

• Target specific visitor segments such as new vs. returning users, browser type, and custom parameters.
• Run tests based on visitor actions, including clicks, time spent on a page, scroll depth, and exit intent.

4. Built-in test duration calculator

• Estimate the ideal test duration using VWO’s built-in calculator based on conversion data.

5. Live previews & traffic simulation

• Preview test variations as they would appear to actual visitors across different browsers and devices.
• Simulate target traffic allocation to verify if traffic is being distributed correctly.

6. Cross-browser & cross-device testing

• Ensure a seamless experience by testing combinations across desktops, mobile devices, and tablets.
• View preview screenshots to analyze how variations appear on different browsers.

Download Free: Multivariate Testing Guide

Additional features:

• Integrated Heatmaps
• Scheduling
• Downloadable Reports
• Visual Editor
• Auto-combinations
• AI Copilot
• SmartStats

Pros & cons 

Pros	Cons
Tests multiple elements on a page simultaneously	Requires high traffic to reach reliable results
Identifies the best-performing combination of elements	High pricing compared to basic A/B testing tools
Supported natively within VWO’s product suite

Pricing:

• Free trial: 30 days, inclusive of all features. Take the free trial today!
• Paid: Customized to your business needs.

Multivariate testing in action: Provident Hotels & Resorts increased CTR by 9.1% 

Challenge: Provident Hotels & Resorts aimed to increase click-through rates (CTR) on its CTA buttons to drive more reservations. To achieve this, they partnered with Sabre Hospitality Solutions Digital Marketing, leveraging VWO’s multivariate testing (MVT) feature for website optimization.

Approach: Sabre conducted an MVT to determine the best-performing combination of form title and CTA button text. The test included 3 variations of the form title (“Make a Reservation,” “Book Your Stay,” “Reserve a Room”) and 4 variations of the CTA text (“Check Availability,” “Book Now,” “Find Rooms,” “Search”), generating 12 total combinations.

Results: The test ran for one month across 27,500 visitors, with traffic equally split among the variations. The most effective combination led to a 9.1% increase in CTR, helping Provident drive more users to check room availability and rates.

To help you get started, here’s a detailed webinar that walks you through how to set up a multivariate campaign in VWO.

In our client’s words: 

VWO’s multivariate testing feature supports testing on a larger scale, along with understanding consumer behaviors and shopping habits. It is really useful for eCommerce clients as we can identify the highest converting combination of CTAs and messages from easily digestible data.

Mercedesz Molnar
Senior SEO Executive & Outreach Lead at Digital NRG

2. Webtrends Optimize

Webtrends Optimize is an enterprise-grade experimentation platform offering a robust suite of website optimization tools. It’s full, and fractional factorial multivariate testing allows businesses to experiment with multiple elements simultaneously, pinpointing the most effective combinations for enhanced user experiences.

Best features:

• Split Testing
• Personalization
• Targeting
• Baseline Analysis
• Onsite Surveys
• Funnel Optimization

Pros & cons

Pros	Cons
The reporting dashboard offers easy segmentation and customization for seamless test monitoring.	Occasional flickering can be a drawback when using Webtrends Optimize.
Its user-friendly interface and seamless A/B testing simplify experiment setup by eliminating unnecessary complexities.	The documentation could be improved, as finding answers isn’t always easy, though customer support helps mitigate this.

Pricing:

• Free trial: 30 days for all features.
• Free account: For growing websites with less than 10,000 sessions/month.
• Paid: Pricing available on request.

A customer experience as per G2 reviews: 

Our experience with WebTrends Optimize has been outstanding. From day one, their team has provided knowledgeable, responsive support that feels genuinely invested in our growth. The platform itself is powerful yet easy to navigate, allowing us full visibility of A/B tests and optimising key areas of our website. For a growing business like ours, it’s been invaluable to have enterprise-level tools that are accessible and flexible, backed by a team that treats you like a partner. We’ve already seen measurable improvements in user engagement and conversion, and we’re excited to keep scaling with their support.

David W.
Chief Operating Officer

3. Adobe Target

Adobe Target empowers businesses to optimize and personalize digital experiences, driving real results, retention, and revenue. 

Its multivariate testing (MVT) feature allows teams to experiment with multiple elements simultaneously, identifying the most effective combinations for different audiences. Full factorial testing ensures every variation is tested equally, while the traffic estimator predicts the required sample size for meaningful results. The element contribution report provides clear insights into which elements have the greatest impact.

Best features:

• A/B/n Testing
• Multi-armed Bandit Testing
• Mobile Optimization
• Personalization
• Automation
• Targeting
• Segmentation

Pros & cons

Pros	Cons
Integration with Adobe Analytics delivers powerful real-time insights for optimizing campaigns.	Integrating with non-Adobe products can require extra steps, and the pricing may be high for smaller businesses.
Adobe Target makes it easy to create and run A/B and multivariate tests across channels without requiring deep technical expertise.	Effectively using Adobe Target requires advanced knowledge of web analytics and optimization, and integration with CMS can be challenging.

Pricing:

• Pricing is available on request.

A customer experience as per G2 reviews: 

One of the best aspects of Adobe Target is its ability to easily create and run A/B and multivariate tests across various channels. The platform’s robust targeting and segmentation options allow us to personalize user experiences based on detailed data, which improves conversion rates significantly. Additionally, the integration with Adobe Analytics provides powerful insights that help optimize campaigns in real time. The ease of setting up experiments without needing deep technical expertise is also a big plus.

Art B.
Conversion Rata Optimisation Manager

4. AB Tasty

AB Tasty is an experimentation platform that helps product marketers optimize user experiences and drive conversions through data-driven testing. With A/B, split, multivariate, and multi-page testing, teams can seamlessly experiment across websites, mobile apps, and connected devices.

Powered by a Bayesian statistics engine, AB Tasty provides gain probability and median value insights, helping marketers assess ROI, minimize false positives, and accelerate decision-making for better experiment outcomes.

Best features:

• No-code Visual Editor
• Emotions AI
• Full-stack Experimentation
• Audience Builder
• Performance Center
• Reports & Dashboards
• Custom Widgets
• Dynamic Allocation
• Cross-Account Sharing

Pros & cons

Pros	Cons
Offers excellent flexibility to various testing needs.	Advanced coding knowledge may be needed for complex tests.
Responsive and reliable customer assistance.	Editor performance can lag, making it cumbersome, depending on the site’s technical structure.
Extensive tracking options with AI-driven insights for better decision-making.

Pricing:

• Prices are not available on the website.

A customer experience as per G2 reviews: 

It has a simple and very organized interface that allows multiple profiles from the same team to work coordinately on the same tests. The functionalities and the level of customization for conducting segmented tests are very powerful, allowing you to integrate with your data layer to impact the users you need to impact.

David Y.
CRO

5. Kameleoon

Kameleoon is a unified experimentation and personalization platform that helps businesses optimize and enhance digital experiences. With unlimited web experimentation, including multivariate testing, teams can experiment with copy, design, and product features across all devices without impacting performance.

Kameleoon Hybrid allows teams to track and manage experiments independently from developers’ release cycles for greater agility.

Best features:

• Multi-Stat Engine
• AI Copilot
• Audience Segmentation
• Mobile App Testing
• Smart Graphic Editor
• Code Editor
• Simulation Tool
• Dynamic Traffic Allocation
• AI Predictive Targeting

Pros & cons

Pros	Cons
User-friendly interface, easy to navigate and implement.	It is priced higher than similar tools.
Pre-built bridges make third-party integrations quick and hassle-free.	Some technical expertise may be required to modify significant landing page changes.

Pricing:

• Pricing is available on request.

A customer experience as per G2 reviews: 

Kameleoon is an optimization solution that allows me to be completely autonomous in setting up and launching A/B tests/customizations to improve site navigation, notably thanks to PBX. In just a few minutes, simply by talking with the AI, I can turn ideas into tests. It is a real time saver and very easy to use. The results of the first tests launched via PBX are convincing.

Phane D.
Data analyst

6. SiteSpect

SiteSpect helps businesses validate ideas, optimize user experience, and drive revenue across platforms and devices with powerful A/B and multivariate testing. Whether refining content, page elements, or site performance, SiteSpect ensures data-driven decisions that enhance SEO rankings and conversions.

From visual changes to backend feature rollouts, SiteSpect ensures precise optimization without compromising site performance.

Best features:

• No Flicker
• Deep Segmentation
• Dashboards
• Enhanced Analytics
• Real User Monitoring
• Alerts
• Visual Editor
• Find & Replace
• Personalization
• Product Recommendations

Pros & cons

Pros	Cons
The platform offers powerful targeting tools to test specific users or pages effectively.	The platform only provides general audience statistics without access to specific user data.
Multivariate testing campaigns help measure the impact of content changes before implementation.	Navigating all features may require a learning curve for new users.

Pricing:

• No pricing information is available on the website.

A customer experience as per G2 reviews: 

We’ve been working with SiteSpect for many years now and remain highly satisfied. It’s a powerful and versatile CRO tool that fits our needs perfectly. What truly sets SiteSpect apart is not only its robust functionality but also the exceptional support they provide. Unlike many other A/B testing tools, we don’t experience any flickering or loading delays on our webpages when using SiteSpect — a major advantage for both the user experience and the reliability of our test results. The server-side approach enables lightning-fast and seamless experiments, even in complex implementations. In short, SiteSpect is our ideal solution for conversion rate optimization: reliable, fast, and backed by a support team that’s always ready to help.

Jordy P.
CRO / Data Specialist

7. Convert

Convert helps businesses enhance user experiences and boost conversions through its advanced experimentation capabilities. It allows setting up every kind of experiment possible—from A/B testing to multivariate testing (MVT), where multiple page elements are modified in each version to determine the most effective combination.

Its A/B Testing Engine offers 40+ audience filters, API integrations, and customizable stats engines, enabling precise, data-driven decision-making. With targeting options, post-segmentation, and collision prevention, Convert ensures that users see the most relevant variations, allowing businesses to optimize performance with confidence.

Best features:

• Full Stack Experimentation
• Advanced Targeting
• Guided Onboarding
• QA Wizard
• Multipage Testing
• Sequential Testing
• Code Editor

Pros & cons

Pros	Cons
The platform supports full-stack experimentation, allowing almost all types of A/B testing.	Requires multiple code snippets for SPA compatibility.
Its flicker-free, lightweight script ensures smooth performance with an intuitive UI.	Helpful support documentation, but it could be more comprehensive.

Pricing:

• Free trial: 15 days for the Growth and Pro plans.
• Paid: Starts from $299/month.

A customer experience as per G2 reviews: 

Convert Experiences has been a reliable partner in helping us execute experimentation for multiple ecommerce clients. The interface is intuitive, which allowed our CRO team to adapt quickly. Setting up experiments is straightforward, and the learning curve was minimal, even for junior team members. It’s a tool that enables us to focus on what matters: running impactful tests and learning fast.

Macarena B.
Optimizations Manager

Conclusion 

While A/B testing has its place, multivariate testing provides deeper insights into element interactions, helping you identify winning combinations that deliver measurable results.

The tools we’ve explored each offer unique capabilities, from visual editors and auto-combination generation to advanced statistical engines and cross-device testing. 

Running successful multivariate tests requires more than just software. You need a platform that combines ease of use with statistical rigor, provides actionable insights without overwhelming complexity, and integrates seamlessly with your broader optimization strategy.

VWO stands out by offering a complete optimization ecosystem that goes beyond just running tests. It connects MVT with behavior analytics, integrated heatmaps, and session recordings, which help you understand why certain combinations perform better, not just what wins. 

Ready to discover which element combinations drive your best results? Request a demo or experience firsthand with a 30-day free trial that includes full access to all features. 

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