Multivariate testing refers to the use of many different variables in a marketing campaign to determine which combinations produce the greatest response or conversions. The process involves using statistical methods or A/B testing to evaluate how each variable influences other variables.
Multivariate testing has become increasingly popular in recent years as marketers have increasingly moved beyond using a single variable for testing. Rather than just trying to find which image, headline, or color works best, multivariate testing gives the marketer many different combinations of variables to try at once.
Multivariate testing is an important part of modern marketing campaigns. As the number of marketing channels and platforms grows, multivariate testing can help marketers find the most effective combinations of elements that drive conversions and improve results.
One major advantage of multivariate testing is that it can be used in any marketing campaign, whether it is online or offline. However, it is particularly important for online marketers, who have a wide range of potential variables to test.
Some common examples of variables that are tested in multivariate campaigns include:
- Images
- Headlines
- Colors
- Calls to action
- Offers
- Promotions
- Prices
These variables are all influential in that they contribute to conversions. So knowing which variable is leading the charge through the utilization of multivariate testing is crucial to optimizing that variable and in turn, increasing conversions and ROI.
How does multivariate testing work?
Multivariate testing works by running simultaneous experiments on different combinations of variables. This allows marketers to quickly identify which combination yields the highest conversion rate or other desired outcome.
What are some benefits of multivariate testing?
The main benefit of multivariate testing is that it allows marketers to quickly and accurately measure the impact of changes in their campaigns. It also helps them identify which combinations produce the best results, allowing them to optimize their campaigns for maximum efficiency and ROI.
Fun Fact:
"Multivariate testing can result in an average conversion rate increase of up to 300% compared to traditional A/B testing" (Kissmetrics, 2017).