Multivariate Testing (Overview)

Summary

Testing multiple variables at once (e.g. headline AND button color) rather than one change at a time — more information-dense, but needs much more traffic to reach significance on each combination.

• 1Compare an A/B test design to a multivariate test design for the same feature.
• 2Learn why multivariate tests need meaningfully more traffic than a simple A/B test.
• 3Understand when the added complexity is worth it versus when simple sequential A/B tests are better.