What Multivariate Testing is: a method of testing your online campaign using many variations of a design, usually organized by element. So, you could live test a headline, an image, and new copy all and once and in various combinations.
What Multivariate Testing is not: A/B testing.
Why we care about Multivariate Testing: Multivariate testing is more complicated than A/B testing, sure, but it can give great results without having to test each element separately. It also gives data on which combination of elements works the best, which may be missing from A/B test strategies.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.