Identify the best-performing combinations: Understand which combination of headlines, images, and CTAs leads to the highest conversions or engagement.

Optimize multiple elements in parallel: Rather than running separate A/B tests for each element, MVT allows you to test several elements in one experiment, saving time and resources.

Refine user experience: Multivariate testing provides granular insights into how different design choices impact the overall user experience, enabling you to create more effective pages.

Define Your Goal: Before setting up a multivariate test, determine what you want to achieve. This could be increasing sign-ups, improving product purchases, or driving more clicks on a CTA. Having a clear goal ensures your test is focused and measurable.

Pro Tip: Multivariate testing works best when you have a specific conversion point to optimize, such as the “Buy Now” button or sign-up form completion.

Select the Elements You Want to Test: Choose which elements on the page you want to test. Common elements for multivariate testing include:

Example: On a product page, you might want to test different combinations of a headline (“Limited Time Offer” vs. “Get Yours Today”), product image (close-up vs. lifestyle photo), and CTA button text (“Buy Now” vs. “Add to Cart”).

Create Variations for Each Element: In Relevic’s Campaign Canvas, select the page you want to optimize. Then, create variations for each element you plan to test.

Pro Tip: Limit your variations to 2-3 per element to keep the test manageable. The more variations you create, the more combinations Relevic will need to test, which can increase the time needed for meaningful results.

Note: For a detailed guide on how to create page variations, please visit the article here.

Set Traffic Distribution and Audience Segments: Relevic allows you to split traffic between the different combinations. You can set equal traffic distribution across all variations, or customize it based on your goals. You can also segment your audience, testing different combinations for various segments such as first-time visitors or returning customers.

Example: You might want to test different combinations for users arriving from a specific marketing campaign (UTM parameters) to see which message resonates most with that audience.

Launch the Multivariate Test: Once your variations and audience segments are set, click Publish to launch your multivariate test. Relevic will serve different combinations of page elements to visitors and begin tracking results.

Pro Tip: Allow enough time for the test to gather sufficient data before drawing conclusions. This will depend on your site’s traffic and the number of variations being tested.

Monitor Performance: After launching your test, monitor its performance through Relevic’s Analytics dashboard. Track key metrics such as:

Example: If one combination of headline, image, and CTA significantly outperforms the others, you can identify that as the winning combination and implement it across the website.

Analyze Results and Apply Winning Combinations: Once your test has run its course and collected sufficient data, analyze the results to determine which combination performs best. But what does “sufficient data” mean?

To make informed decisions, your test must reach statistical significance—the point where the results are unlikely to be due to chance. For example:

Pro Tip: Don’t end tests too early, even if one version appears to outperform initially. Allow enough time to gather reliable data before declaring a winner.

Once your results are confirmed, implement the winning combination across your site for optimal performance.

Testing Product Page Elements: On a product page, test different combinations of headlines (“Best-Selling Product” vs. “Limited Stock”), images (close-up vs. lifestyle), and CTAs (“Buy Now” vs. “Shop Today”). By running this test, you can determine which combination of headline, image, and CTA leads to the most purchases.

Testing Checkout Page Elements: On a checkout page, test combinations of form layouts, button text, and product recommendation placement to see which version results in more completed purchases. For example, testing different combinations of a “Complete Purchase” button, form field order, and recommendation carousel placement can show you the best-performing checkout experience.

Limit Variations for Better Results: Testing too many variations at once can slow down the process and make it harder to get actionable insights. Focus on a few key elements and 2-3 variations for each to keep tests manageable.

Run Tests for a Sufficient Time: Multivariate tests require more traffic than A/B tests to reach statistically significant results. Make sure your test runs long enough to gather meaningful data from each variation combination.

Optimize for the Right Metrics: Define the primary metric you’re optimizing for (e.g., conversions, engagement) and focus your analysis on that outcome. If your goal is to increase conversions, make sure you track which combination of elements leads to the highest conversion rate.

Use Multivariate Testing for Complex Pages: Multivariate testing works best on pages with multiple interactive elements, such as product pages, landing pages, or checkout pages. Focus your tests on these high-impact areas.

A/B Test Before Multivariate Testing: If you’re new to testing, start with A/B testing to get a feel for how different changes impact performance. Once you’re comfortable, move on to multivariate testing for deeper insights.