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

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.

Additional features: Integrated Heatmaps, Scheduling, Downloadable Reports, Visual Editor, Auto-combinations, AI Copilot, SmartStats

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.

Pricing:

• Free trial: 30 days inclusive of all features. Take the free trial today!
• Free: Up to 10k MTUs.
• Paid: MVT features start from $528/month, billed annually.

2. Webtrends Optimize

Webtrends Optimize is an enterprise-grade experimentation platform offering a robust suite of website optimization tools. Its 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:

• The reporting dashboard offers easy segmentation and customization for seamless test monitoring.
• Its user-friendly interface and seamless A/B testing simplify experiment setup by eliminating unnecessary complexities.

Cons:

• Occasional flickering can be a drawback when using Webtrends Optimize.
• 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.

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:

• Integration with Adobe Analytics delivers powerful real-time insights for optimizing campaigns.
• Adobe Target makes it easy to create and run A/B and multivariate tests across channels without requiring deep technical expertise.

Cons:

• Integrating with non-Adobe products can require extra steps, and the pricing may be high for smaller businesses.
• 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.

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, AudienceBuilder, Performance Center, Reports & Dashboards, Custom Widgets, Dynamic Allocation, Cross-Account Sharing

Pros & cons

Pros:

• Offers excellent flexibility to various testing needs.
• Responsive and reliable customer assistance.
• Extensive tracking options with AI-driven insights for better decision-making.

Cons:

• Advanced coding knowledge may be needed for complex tests.
• Editor performance can lag, making it cumbersome depending on the site’s technical structure.

Pricing:

• Prices are not available on the website.

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:

• User-friendly interface, easy to navigate and implement.
• Pre-built bridges make third-party integrations quick and hassle-free.

Cons:

• It is priced higher than similar tools.
• Some technical expertise may be required to modify significant landing page changes.

Pricing:

• Pricing is available on request.

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:

• The platform offers powerful targeting tools to test specific users or pages effectively.
• Multivariate testing campaigns help measure the impact of content changes before implementation.

Cons:

• The platform only provides general audience statistics without access to specific user data.
• Navigating all features may require a learning curve for new users.

Pricing:

• No pricing information is available on the website.

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, and Code Editor

Pros & cons

Pros:

• The platform supports full-stack experimentation, allowing almost all types of A/B testing.
• Its flicker-free, lightweight script ensures smooth performance with an intuitive UI.

Cons:

• Requires multiple code snippets for SPA compatibility
• 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.

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. Free: Up to 10k MTUs. Paid: MVT features start from $528/month, billed annually.
Webtrends Optimize	Split Testing, Personalization, Targeting, Baseline Analysis, Onsite Surveys, Funnel Optimization, fractional factorial arrays	Full Factorial Testing, Traffic Estimator, Element Contribution Report, A/B/n Testing, Multi-armed Bandit Testing, Mobile Optimization, Personalization, Automation, Targeting, Segmentation
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, AudienceBuilder, 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.

FAQs