{"id":1251,"date":"2022-09-01T08:30:38","date_gmt":"2022-09-01T08:30:38","guid":{"rendered":"https:\/\/vwo.com\/glossary\/?p=1251"},"modified":"2025-06-20T10:52:31","modified_gmt":"2025-06-20T10:52:31","slug":"multivariate-testing-vs-a-b-testing","status":"publish","type":"post","link":"https:\/\/vwo.com\/glossary\/multivariate-testing-vs-a-b-testing\/","title":{"rendered":"Multi-Variate testing vs A\/B testing"},"content":{"rendered":"\n

A\/B testing<\/a>, often known as split testing, is a randomized experimental procedure in which two or more versions of a single element (such as a web page, page element, etc.) are shown to different groups of website users at the same time. <\/p>\n\n\n\n

Multivariate testing<\/a> is a type of experimentation where several elements are modified and shown to different groups of website users simultaneously.\u00a0<\/p>\n\n\n\n

The same testing methodology underpins both A\/B and MVT; it involves splitting designs among several website visitors and assessing which website variation has the most significant impact and influences business KPIs based on how visitors interact with the website after seeing the variation. <\/p>\n\n\n\n

The difference, however, is based on what is being tested. While just one element is changed and tested in an A\/B test, several elements can be changed and tested simultaneously in an MVT. The objective of an MVT is to assess how well each design combination contributes to the goal.<\/p>\n\n\n\n

Testing Philosophy<\/strong><\/h2>\n\n\n\n

A\/B tests are generally created to evaluate new, radical designs for an entire page. For instance, you may try to test three completely different and distinctive designs for the homepage of your website. A\/B tests are also appropriate for testing minor modifications on a page element. The original element is only marginally modified with each new version. For instance, the A\/B test is suitable to evaluate multiple hero images for your website. <\/p>\n\n\n\n

On the other hand, MVT testing enables detailed testing on a specific page. They are useful in identifying a combination of elements that have the greatest influence on visitors. For example – on a lead-generating landing page, multivariate testing may be used to determine the best combination of headlines and CTA designs.<\/p>\n\n\n\n

Examples<\/strong><\/h2>\n\n\n\n
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\"A\/B<\/figure>\n
Image Source: ConversionXL<\/a><\/figcaption><\/figure>\n\n\n\n

With A\/B tests –<\/strong>
You may redesign your product page on an eCommerce website<\/a> to evaluate whether the product image suits better on the left or right side of the page. You may construct numerous variations of a landing page for your website, with each variation using a different headline.<\/p>\n\n\n\n

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\"Screenshot<\/figure>\n<\/figure>\n\n\n\n

With MVT tests –<\/strong>
You may test the headline and CTA on your landing page<\/a> together. Test the size and colour of your CTA together. <\/p>\n\n\n\n

Advantages and disadvantages<\/strong><\/h2>\n\n\n\n

A\/B test <\/strong><\/h2>\n\n\n\n

Advantages <\/strong><\/h3>\n\n\n\n