Multivariate testing is used to test multiple components of a website in a live setting. In more simple terms, it is various A/B testing performed on one page at a time. The overall goal of multivariate testing is to test the effectiveness of infinite combinations. With multivariate testing, you must identify different areas and factors on your page that effect the conversion rates. Once these areas and factors are determined, different variations should be created. These factors should be used to create multiple versions of the website. With internet marketing, multivariate testing is in high growth because it allows website owners to be sure they are receiving the most from the visitors at their site.
A simple four step process can be used for multivariate testing. The first step is the pilot test used to determine any gaps in implementation. This test should be simple, small in scope, and limited. The next step is to test wide in which you test more factors and variations. Third, you must test deep to determine which factors and variations from the previous step that maximize conversions. Lastly, is test validation in which you take the most effective ad from the multivariate testing and set up an A/B test of that and a controlled advertisement. By using multivariate testing, internet marketers can be sure that visitors are being shown the correct offers, content and layout to convert to sales.