Multivariate testing (MVT) is a scientific method which, when applied to marketing, consists in displaying several versions of a web page to different users. These versions are generated by combining different variations of the page elements (texts, images, call-to-action, titles...).

This method then consists in comparing the performance of these different versions by randomly displaying them to different visitors. This makes it possible to reduce context-related effects (seasonality, sales promotions…) and to accurately assess the influence of the various combinations on user behaviour.

MVT is to be distinguished from A/B testing, where a single element varies across different versions.These two kinds of tests are part of a discipline called web testing.

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