Multivariate testing allows you to test several variations of multiple elements on a webpage at once.
For example, you can test multiple options of the product name on an e-commerce product page, along with various alternatives of the product image and diverse types of add-to-cart buttons.
You can also use multivariate testing to evaluate various headlines and several designs of the CTA on a lead generation landing page.
MVT testing allows you to zoom in and focus on the changes you are making at an element level.
While multivariate testing is great in doing element level analysis, it has three drawbacks:
- It requires intense traffic or conversions to conclude a test;
- If you are not careful when designing your MVT test, you can end up testing thousands of designs against the original;
- Since multiple elements are simultaneously switched within a single test, it is hard to isolate the exact reason a particular design performs a certain way.
MVT testing is very powerful. However, you must be careful when using it to optimize your conversion rates. Most companies forget about the large volume of visitors and conversions required to complete a test. As a result, they find themselves running tests for several weeks without bringing them to a conclusion.
Additionally, since testing software allows them to do so, many companies tend to alternate elements randomly without thinking about the rationale behind the change. This mistake alone is enough to kill the benefits of any testing program.