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Glossary
Multivariate Testing (MVT)
A technique for testing multiple variables on a page simultaneously.
What is Multivariate Testing?
Unlike A/B testing, which compares one change at a time, Multivariate Testing (MVT) tests multiple combinations of elements.
For example, you might test:
- 2 different Headlines
- 3 different Images
- 2 different Button colors
This results in 2 x 3 x 2 = 12 different variations being tested at once.
When to use MVT
- You have high traffic (MVT requires much more data than A/B testing).
- You want to see how different elements interact with each other.