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What is Multivariate Testing

Definition

The testing of different variations of web pages in which multiple variables on each page are modified. The goal of multivariate testing is to determine which combination of variations yields the best conversion rate.
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Multivariate testing requires more time and traffic than A/B testing, as you have to prepare multiple combinations of variables, but the results can reveal more information about each change and about the impact it has on conversions or other metrics.