Best practices

Marketing Strategy: Best practices for multivariate testing

Discover the most effective marketing strategies for multivariate testing with our comprehensive guide.

In today's digital age, it's essential to have an effective marketing strategy that delivers results. One strategy that has gained popularity in recent years is multivariate testing. This type of testing enables you to experiment with multiple variables to determine which combinations lead to the best outcomes. In this article, we'll explore the best practices for multivariate testing and how you can incorporate them into your marketing strategy.

Understanding Multivariate Testing

Before diving into the best practices for multivariate testing, it's important to understand what it is and why it's valuable.

Multivariate testing is a process of testing multiple variations of different elements on a web page to determine which combination delivers the best results. This method allows you to experiment with different factors such as headlines, images, call-to-actions, forms, and more.

The purpose of multivariate testing is to improve the effectiveness of your marketing efforts by identifying the best combination of variables that lead to the desired outcome. By testing multiple variations of different elements at the same time, you can quickly and efficiently determine which combination works best for your audience.

The benefits of multivariate testing are numerous. First and foremost, it can help you improve conversion rates. By identifying the most effective combination of variables, you can increase the number of visitors who take the desired action on your website, whether that's making a purchase, filling out a form, or signing up for a newsletter. Additionally, multivariate testing can help you reduce bounce rates by ensuring that your website is engaging and relevant to your audience. Finally, multivariate testing can help you increase traffic and engagement by creating a more compelling user experience.

How Multivariate Testing Differs from A/B Testing

A/B testing is a method of comparing two versions of a web page to determine which one performs better. In contrast, multivariate testing enables you to test multiple versions of multiple elements of a web page to determine the optimal combination. While A/B testing is a valuable tool, it has limitations. For example, it can be difficult to determine which specific element is responsible for the difference in performance between the two versions. Multivariate testing provides a more comprehensive approach to optimization by allowing you to test multiple variables simultaneously.

In conclusion, multivariate testing is a powerful tool for improving the effectiveness of your website. By testing multiple variations of different elements, you can quickly and efficiently determine the combination that works best for your audience. Whether you're looking to improve conversion rates, reduce bounce rates, or increase traffic and engagement, multivariate testing can help you achieve your goals.

Planning Your Multivariate Test

Now that you understand the value of multivariate testing, let's explore the best practices for planning a successful test.

When planning your multivariate test, it's important to keep in mind that this testing method involves testing multiple variables at once, which can provide valuable insights into how different elements of your website or landing page impact user behavior. By testing multiple variables simultaneously, you can identify which combinations of elements are most effective at achieving your objectives.

Setting Clear Objectives

Before you start your test, it's essential to define your objectives. What do you want to achieve with this test? Do you want to increase conversions, reduce bounce rates, or improve engagement? Defining clear objectives will help you create focused and meaningful tests that deliver tangible results.

For example, if your objective is to increase conversions on a landing page, you might focus on testing variables that impact the user's decision to convert, such as the headline, call-to-action, and form design.

Identifying Key Variables

Once you've defined your objectives, the next step is to identify the key variables that can impact those objectives. Variables may include headlines, images, forms, call-to-actions, and more. Identify the elements that are most important to your objectives and make variations of each.

For example, if you're testing a landing page, you might create variations of the headline, call-to-action, and form design. You might test different headlines that focus on different benefits of your product or service, or different call-to-actions that use different language or colors to stand out.

Determining Sample Size and Duration

Sample size and duration are crucial factors in multivariate testing. Your sample size must be large enough to provide statistically significant results, and your test duration must be long enough to capture variations in traffic patterns.

When determining your sample size, it's important to consider factors such as the size of your website or landing page, the amount of traffic it receives, and the number of variables you're testing. Typically, you should aim for a sample size of at least 1,000 visitors and a test duration of two weeks minimum.

During the testing period, it's important to monitor the performance of each variation and make adjustments as needed. By analyzing the data and making informed decisions based on the results, you can optimize your website or landing page for maximum effectiveness.

Designing Effective Test Variations

Now it's time to design variations that will help you achieve your objectives. A/B testing is a crucial part of any successful marketing campaign, and it's essential to create effective test variations that will yield the best results.

Creating Multiple Variants

To create effective test variants, start by making multiple versions of each key element. For example, if you're testing headlines, create several different headlines that include different keywords, structures, or tones. This will help you determine which headline resonates best with your audience and leads to the most conversions.

It's also important to consider the different segments of your audience and create variations that are tailored to each group. For example, if you have a diverse audience with different interests and preferences, you may want to create variations that speak directly to each group.

Balancing Design and Functionality

When creating test variations, it's crucial to balance design with functionality. While it's tempting to create visually appealing designs, don't sacrifice functionality for aesthetics. Your design should be optimized for usability and provide a seamless experience for your visitors.

Consider the overall user experience and ensure that your design is easy to navigate and understand. Use clear and concise language and avoid cluttering your page with too many elements. Remember, the ultimate goal is to convert visitors into customers, so make sure your design supports this objective.

Ensuring Consistency Across Variations

While it's important to create variations, it's equally essential to ensure consistency across each variant. Your variations should be aligned with your brand's messaging and maintain a coherent style for your visitors. If your variants look too different from each other, visitors may become disoriented and bounce off your page.

Consistency is key to building trust with your audience and establishing a strong brand identity. Make sure your variations are consistent in terms of color scheme, typography, and overall design aesthetic. This will help your visitors feel more confident in engaging with your brand and ultimately lead to more conversions.

In conclusion, designing effective test variations requires careful consideration of your audience, design, and messaging. By creating multiple variants, balancing design with functionality, and ensuring consistency across variations, you can maximize the effectiveness of your A/B testing and achieve your marketing objectives.

Implementing and Running the Test

Now that you've planned and designed your test, it's time to implement and run it. This is the stage where your ideas come to life, and you get to see how your website visitors respond to your changes.

Before you get started, it's crucial to ensure that you have all the necessary resources and tools. You'll need a web development team to help you implement the changes, and you'll need a testing tool to help you measure the results.

Selecting the Right Testing Tool

As mentioned earlier, there are many testing tools available, and selecting the right one is crucial to your test's success. Factors to consider when selecting a tool include ease of use, integrations with other systems, and analytics capabilities.

For example, Optimizely is a popular testing tool that offers a user-friendly interface and a wide range of integrations. Google Optimize, on the other hand, is a free testing tool that integrates seamlessly with Google Analytics. VWO is another popular testing tool that offers advanced analytics capabilities.

When selecting a testing tool, it's essential to consider your budget, the complexity of your test, and the level of support you require.

Monitoring Test Performance

Once your test is live, it's essential to monitor its performance regularly. Keep track of the key metrics, such as conversion rates or bounce rates, and adjust your test variations as needed. Remember to be patient and wait for statistically significant results before making any changes.

It's also essential to track user behavior and understand how they interact with your website. You can use heat maps, click maps, and scroll maps to gain insights into user behavior and identify areas for improvement.

Managing Traffic Distribution

Managing traffic distribution is critical to the success of your test. You should evenly distribute traffic to each test variation to ensure unbiased results. Most testing tools provide an option for auto-allocation, which evenly distributes traffic to each variation.

It's also essential to ensure that your test is running on a representative sample of your website visitors. You can use segmentation to target specific user groups and ensure that your test results are accurate.

In conclusion, implementing and running a successful test requires careful planning, the right tools, and ongoing monitoring. By following these best practices, you can ensure that your test delivers meaningful insights and drives positive results for your business.


Multivariate testing is a valuable tool that enables you to experiment with multiple variables to achieve your marketing objectives. By following best practices and planning your test carefully, you can improve your website's performance and achieve better results. Remember to be patient, measure your success, and adjust your variations accordingly to optimize your website's conversion rates.