Multivariate Testing: A Glance at its Pros and Cons

Multivariate Testing: A glance at its Pros and Cons Overview of Multivariate Testing Multivariate testing is a technique for testing different site elements and their

combinations on a website. This method allows us to test multiple combinations of site elements simultaneously on your website. The goal is to find out which combination of site elements variations best suits your business interests out of all possible combinations.

A website is a combination of various customizable elements that are grouped together on a platform. With this multivariate testing approach, you can change the multiple components of a website at a time. Like, you can change the website slider and heading at the same time or can make changes in the CTA button, links or web form simultaneously for determining the usability of various site components. Here in this web testing approach, we can create all the site components variations we want to test on our site. After this, we prepare a sample space of all the possible combination of these site changes and can test each combination simultaneously at a given time interval. In this way, you can effortlessly choose the right combination of site elements that can provide you maximum conversion rates and sales.

Pros which make Multivariate testing “ an accomplished testing tool" Multivariate testing is very useful in testing multiple elements of a page to accomplish a particular goal of conversion at one time. For example, filling of sign up form, product selling, newsletter subscription and other such conversion metrics.

This testing approach is capable of providing test results in a shorter time as compared to A/B testing or Split testing technique as multiple variations are tested simultaneously.

It eliminates the hassle of multiple sequential tests for different elements in case of A/B testing where only a single element is allowed to be tested in a given time interval.

It saves time as it gives desired results in a shorter time span.

Provides highly accurate test results as it provides facility to test all the possible combinations.

For example, let us study the image given below for understanding more about

this Multi variate testing approach: Version 1- Headline 1 and Image 1 which when tested gives 5% Conversion rate.

Version 2- Headline 2 and Image 1 gives 6% Conversion rate.

Version 3- Headline 1 and Image 2 gives 9% Conversion rate.

Version 4- Headline 2 and Image 2 gives 3% Conversion rate.

Caption: Different combinations of site elements are selected for testing simultaneously in a Multi- variate testing approach.

Described : The technique requires very high traffic to test the performance of site properly as the traffic is divided between all the combinations at the same time.

The version giving highest conversion rate is selected for final implementation of the site changes for obtaining desired business results.

What are the Downsides of a Multivariate Testing? 專 One of the most challenging tasks in MVT testing is that due to a large number of variations and combinations, it requires very high traffic to reach an unbiased conclusion. Multivariate testing is also known as "Full Factorial Testing" which means different variations in the test adds up to the traffic quickly. 專 For each and every combination we create, it requires a massive traffic to reach a meaningful conclusion and this traffic is needed simultaneously to all the combinations. So, it becomes difficult to direct a high traffic for each and every variation at the same time. 專 If we consider an A/B testing approach, we can see that it splits a page traffic into two half with 50 % traffic on each variation. In multivariate testing, traffic distribution could vary from a quarter, eights, or even smaller fraction. Thus, MVT needs a huge traffic to produce an unbiased result.

ĺ°ˆ If your website is a very popular one and it gets considerable amount of traffic as stated above, then it is wise to use multivariate testing but if you own a start-up website with least traffic, then it is advisable to use A/B testing instead.

Using a multivariate testing could be a great idea, but it is advised to go through this article properly before actually applying it. This article will give you an idea about the pros and cons of an MVT testing approach. The results produced by a multivariate testing removes any doubt and ambiguity from your website optimization process for achieving higher conversion rates and sales.

Description: Multivariate testing is a powerful tool for website testing and redesigning, thereby producing a very clear and unambiguous result. You need to utilize this testing approach when you have to achieve higher conversion rates, customer engagement and seamless website redesigning.