Marketing
Multivariate Testing
Definition of
Multivariate testing is a statistical technique used in digital marketing to test multiple variations of a webpage or email. The purpose of multivariate testing is to identify which combination of elements (such as headlines, images, call-to-action buttons, and form fields) will produce the best conversion rates. By testing multiple variations simultaneously, marketers can quickly identify the most effective design elements and make data-driven decisions to optimize their marketing campaigns. For example, a marketer could create three different headlines, three different images, and three different calls-to-action, resulting in a total of 27 different variations to test. Multivariate testing can be a powerful tool for improving website conversions, email open rates, and overall marketing performance.
