Marketing Terms

Multivariate Testing


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.

see also: Digital Marketing Tools

Related Terms

view all terms in the Web Analytics glossary or all terms in the Digital Marketing glossary


Visual Website Optimizer: A/B Split and Multivariate Test Duration Calculator


Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates
Smashing Magazine (November 24, 2010)