Multivariate Testing
Multivariate Testing (MVT) is an experimental technique used to test multiple variables simultaneously to understand how they interact with each other and influence user behaviour. This method extends beyond A/B testing by evaluating the effectiveness of different combinations of variables, such as text, layouts, images, and other elements on a page or feature.
Goal
The goal of Multivariate Testing is to identify the combination of variables that optimises user engagement, conversion rates, and other key performance indicators (KPIs).
Context
There are infinite ways of solving a user's problem but they are not all equal. Multivariate testing lets you compare different solutions to see which one is best.
Inputs
| Artifact | Description |
|---|---|
| Experiment Plan | A detailed document outlining the experiment objectives, methods, timeline, and success criteria. |
| Usability Test Guide | A guide for the moderator to follow during a usability test, including the tasks to be performed, the questions to be asked, and the data to be collected. |
| Digital Assets | A live webpage or other digital asset to be used in a Landing Page, Fake Door, A/B or multivariate experiment. |
Outputs
| Artifact | Description | Benefits |
|---|---|---|
| Validated Assumptions | A list of assumptions that have been validated. |
|
| Invalidated Assumptions | A list of assumptions that have been invalidated. |
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Anti-patterns
- Over-complication: Creating tests with too many variables can make results difficult to interpret.
- Ignoring Context: Failing to consider the broader context in which the variables operate leads to invalid conclusions.
- Neglecting Statistical Power: Conducting tests without enough participants to achieve statistical significance.