A method in marketing research where multiple variables in a control scenario are simultaneously changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.
Multivariate testing is like A/B testing, except that instead of just one variable, multiple variables are simultaneously involved. By changing multiple aspects in a basic strategy and measuring the changes of the ensuing market response, a marketing expert can find which version shows the best results.
Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates
Smashing Magazine (November 24, 2010)
Multivariate Testing with Google Website Optimizer: the Final Word?
Mr. Optimization (March 24, 2010)
More Multivariate Testing & Targeting Rules of Thumb
Mr. Optimization (October 30, 2009)