Your A/B test is a clear winner: A new version of your e-commerce experience, combining an adjusted search algorithm with dynamic pricing, significantly lifted conversions.
That’s a huge success. But the next critical question is, what truly drove that success?
Was it the smarter search results, the new pricing logic, or was it the unique combination of both working together? Answering this question is the key to scaling your learnings across the entire product.
Is just getting a winning variation enough?
When a winning variation consists of several changes, understanding the contribution of each ingredient is the next level of optimization. A/B testing confirms the winning recipe, while Multivariate Testing (MVT) helps you understand if it was the pinch of salt or the dash of pepper that truly elevated the dish. However, uncovering the impact of their interaction has historically required a frustrating and inefficient process:
- Tedious manual setup for every possible combination, which is not only time-consuming but also highly prone to configuration errors.
- Simplified experiments that force you to test variables in isolation, potentially missing the most profitable combination of your features.
- A lingering uncertainty about which specific changes are driving performance, preventing you from applying these insights with confidence elsewhere.
This friction often discourages teams from running their most ambitious and potentially most impactful tests, leaving valuable insights hidden within their results.
Pinpoint your most impactful changes with precision
This is why we’re thrilled to introduce Multivariate Testing (MVT) in VWO Feature Experimentation.
MVT is the perfect complement to your A/B testing program. It’s designed specifically for when you need to move from identifying the winning concept to understanding the individual elements that drive its success.
With MVT, you simply define your variables and their possible values, and VWO automatically creates, serves, and tracks every possible combination for you. For example, to test two pricing models and a feature flag for a promotional banner:
Variable 1 (Pricing): $10, $20
Variable 2 (Promo Banner Flag): False, True
| Combinations | Pricing | Promo Banner Flag |
| Combination 1 | 10 | False |
| Combination 2 | 10 | True |
| Combination 3 | 20 | False |
| Combination 4 | 20 | True |
VWO automatically generates and runs the experiment across all four unique combinations, measuring the impact of each on your goals.
MVT uncovers the interaction effects between variables. You might discover that the $20 price point converts best, but only when the Promo Banner Flag is set to True. Conversely, you could find the $10 price performs better on its own.
This is the kind of deep, actionable insight that reveals the optimal user experience and unlocks maximum impact.
The Outcome?
- Significantly faster analysis with the elimination of manual overhead.
- Deeper, actionable insights that reveal the optimal user experience.
- Reduced configuration errors and enhanced testing outcomes.
- Increased confidence to make data-backed optimization decisions that truly move the needle.
How does it work?
With Multivariate Testing, you add a new layer of insight to your optimization program. Continue using A/B testing for bold, decisive comparisons, and deploy MVT when you need to fine-tune a complex feature and understand the subtle interactions that drive performance.
Start building your winning combination today
Multivariate Testing is now available for all users on the Pro and Enterprise plan of VWO Feature Experimentation.
Schedule a Personalized Demo: Let our experts provide a guided tour and show you how MVT can specifically benefit your optimization strategy – Click here.
For more details, reach out to us at support@vwo.com.
