Glossary

Multivariate Testing

Multivariate testing is different from A/B testing in that it tests the web page for multiple combinations of outlay, content and design. The purpose of multivariate testing is to determine which combination of variations perform the best out of all the various testing combinations. Websites and mobile apps are made of combinations of elements that are considered changeable and they will be tweaked according to what the metrics have identified as the most optimal given the goal. A multivariate test can change many different aspects at the same time such as the color scheme and fonts as well as the color of the banner.