{"id":193853,"date":"2024-06-21T10:27:56","date_gmt":"2024-06-21T10:27:56","guid":{"rendered":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/"},"modified":"2026-04-06T06:15:21","modified_gmt":"2026-04-06T06:15:21","slug":"what-is-multivariate-testing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/","title":{"rendered":"What is Multivariate Testing?"},"content":{"rendered":"<h2 id=\"7unpd\"><strong>What is multivariate testing?<\/strong><\/h2>\n<p>Multivariate testing (MVT) is a method of <a href=\"https:\/\/userpilot.com\/blog\/product-experiments-saas-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">experimenting<\/a> with multiple variables on a web page or app to determine the best combination that leads to the highest conversion rates or desired outcomes.<\/p>\n<p>MTV helps you test your hypothesis before <a href=\"https:\/\/userpilot.com\/blog\/feature-rollout\/\" target=\"_blank\" rel=\"noopener noreferrer\">rolling out significant changes<\/a>, reducing risk and improving your bottom line.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/controlled-multivariate-test_0bbb4f413dd181f0a8055e94fab6c5ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/controlled-multivariate-test_0bbb4f413dd181f0a8055e94fab6c5ab_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/controlled-multivariate-test_0bbb4f413dd181f0a8055e94fab6c5ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/controlled-multivariate-test_0bbb4f413dd181f0a8055e94fab6c5ab_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/controlled-multivariate-test_0bbb4f413dd181f0a8055e94fab6c5ab_800.png\" alt=\"Controlled-Multivariate-Test\" \/><\/picture><figcaption>What is multivariate testing?<\/figcaption><\/figure>\n<h2 id=\"a3h16\"><strong>Multivariate testing vs A\/B testing method<\/strong><\/h2>\n<p>While multivariate tests are <a href=\"https:\/\/userpilot.com\/blog\/multivariate-testing-vs-ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">similar to A\/B tests<\/a> in many ways, there are key differences between them, and understanding these will help you choose the best method for your needs.<\/p>\n<ul>\n<li><strong>Number of variables<\/strong>: The multivariate method lets you test multiple variables simultaneously (e.g., headline, image, CTA), while A\/B testing involves only two variations at a time (e.g., a control headline and the variation).<\/li>\n<li><strong>Setup requirements<\/strong>: A\/B testing is simpler to set up and analyze since only one element is changed and measured at a time. The results are straightforward, making it easier to attribute changes in performance to a specific element. Multivariate testing, however, is more complex to design, implement, and <a href=\"https:\/\/userpilot.com\/blog\/user-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze<\/a> due to the multiple combinations of changes.<\/li>\n<li><strong>Use cases<\/strong>: An A\/B test is best for experimenting with single elements and websites\/apps with lower traffic. Multivariate tests are ideal for <a href=\"https:\/\/userpilot.com\/blog\/plg-for-complex-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">complex<\/a> pages with multiple elements or high-traffic websites\/apps with specific goals.<\/li>\n<li><strong>Time to results<\/strong>: Multivariate testing generally takes longer to reach statistically significant results due to the complexity and traffic needs.<\/li>\n<li><strong>Insight<\/strong>: While A\/B tests simply show a single change&#8217;s impact, multivariate testing dives deeper into how different elements interact and which combinations perform best.<\/li>\n<\/ul>\n<h2 id=\"d2hv4\"><strong>Multivariate test examples<\/strong><\/h2>\n<p>In addition to understanding the benefits and drawbacks, it&#8217;s helpful to see how multivariate testing can be applied in real-world scenarios.<\/p>\n<p>Let&#8217;s explore some specific examples:<\/p>\n<h3 id=\"ei7vm\"><strong>Test different in-app onboarding approaches<\/strong><\/h3>\n<p>Imagine you&#8217;re running a SaaS company with various <a href=\"https:\/\/userpilot.com\/blog\/saas-pricing-models\/\" target=\"_blank\" rel=\"noopener noreferrer\">pricing tiers<\/a> (e.g., Starter, Growth, Enterprise) and want to create the best onboarding path for each plan.<\/p>\n<p>You could employ multivariate testing.<\/p>\n<p>By crafting tailored onboarding paths for each tier and analyzing <a href=\"https:\/\/userpilot.com\/blog\/user-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">user engagement<\/a>, <a href=\"https:\/\/userpilot.com\/blog\/levels-of-customer-satisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfaction<\/a>, and long-term retention, you can identify the most effective paths for each <a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer segment<\/a>.<\/p>\n<p>This data-driven approach allows for continuous improvement, focusing on initial conversion, long-term success, and <a href=\"https:\/\/userpilot.com\/blog\/reduce-customer-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">reducing churn<\/a> across all pricing levels.<\/p>\n<h3 id=\"f85li\"><strong>Test different visuals and texts on landing pages<\/strong><\/h3>\n<p>Use multivariate testing to experiment with combinations of hero images, headlines, body copy, call-to-action buttons, and social proof elements.<\/p>\n<p>By <a href=\"https:\/\/userpilot.com\/blog\/multivariate-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">testing<\/a> these variations, you can identify the most effective combination that resonates with your target audience and drives the desired action.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/what-is-multivariate-testing-landing-page-test_c93ee898a0fe559fa976924f6b571868_800.png 1x, https:\/\/images.storychief.com\/account_6827\/what-is-multivariate-testing-landing-page-test_c93ee898a0fe559fa976924f6b571868_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/what-is-multivariate-testing-landing-page-test_c93ee898a0fe559fa976924f6b571868_800.png 1x, https:\/\/images.storychief.com\/account_6827\/what-is-multivariate-testing-landing-page-test_c93ee898a0fe559fa976924f6b571868_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/what-is-multivariate-testing-landing-page-test_c93ee898a0fe559fa976924f6b571868_800.png\" alt=\"What-is-Multivariate-Testing-landing-page-test\" \/><\/picture><figcaption>Landing page test.<\/figcaption><\/figure>\n<h3 id=\"oo7i\"><strong>Test different modals for conversion rate optimization<\/strong><\/h3>\n<p>Consider this: you <a href=\"https:\/\/userpilot.com\/blog\/modal-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">created an in-app modal<\/a> that prompts users to leave you a review on G2. Few users responded, but you&#8217;re not satisfied with the <a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-survey-response-rates\/\" target=\"_blank\" rel=\"noopener noreferrer\">response rate<\/a>.<\/p>\n<p>To improve the results, you could run a multivariate test that compares the following variables:<\/p>\n<ul>\n<li><strong>Design<\/strong>: Test different modal designs, such as full-screen overlays versus small <a href=\"https:\/\/userpilot.com\/blog\/survey-pop-ups\/\" target=\"_blank\" rel=\"noopener noreferrer\">pop-ups<\/a> and varying color schemes.<\/li>\n<li><strong>Text<\/strong>: Experiment with different texts, including headlines, body content, and CTA phrases, to determine which are the most persuasive.<\/li>\n<li><strong>Triggers<\/strong>: Compare different trigger conditions, such as time-based triggers (after 10 seconds on the page) versus behavior-based triggers (when the user scrolls 50% down the page).<\/li>\n<\/ul>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-experimentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">Analyze<\/a> which combination of design, text, and triggers leads to the highest conversion rates and implement it for the rest of your audience.<\/p>\n<h2 id=\"6roa2\"><strong>How to get started with multivariate testing<\/strong><\/h2>\n<p>Here\u2019s a structured approach to help you successfully implement multivariate testing:<\/p>\n<h3 id=\"2vuvf\"><strong>Identify a pain point among your customer base<\/strong><\/h3>\n<p>The first step is to pinpoint a specific area within your website or app that needs <a href=\"https:\/\/userpilot.com\/blog\/product-improvement-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">improvement<\/a>.<\/p>\n<p>This involves gathering <a href=\"https:\/\/userpilot.com\/blog\/quantitative-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">quantitative data<\/a> through analytics tools like session replays and pairing the results with <a href=\"https:\/\/userpilot.com\/blog\/qualitative-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">qualitative insights<\/a> from surveys to gain a holistic picture of the <a href=\"https:\/\/userpilot.com\/blog\/how-to-measure-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">user experience<\/a>.<\/p>\n<p><strong>How to do it with surveys<\/strong>: Implement contextual <a href=\"https:\/\/userpilot.com\/blog\/user-feedback-survey-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">feedback surveys<\/a> that allow users to share their experiences. You can combine <a href=\"https:\/\/userpilot.com\/blog\/open-ended-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">open-ended<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/close-ended-survey-questions\/\" target=\"_blank\" rel=\"noopener noreferrer\">closed-ended questions<\/a> for a more comprehensive insight.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/feature-research-survey-what-is-multivariate-testing_81a10454b72f93cb2ebb59a513ec011d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feature-research-survey-what-is-multivariate-testing_81a10454b72f93cb2ebb59a513ec011d_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/feature-research-survey-what-is-multivariate-testing_81a10454b72f93cb2ebb59a513ec011d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feature-research-survey-what-is-multivariate-testing_81a10454b72f93cb2ebb59a513ec011d_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/feature-research-survey-what-is-multivariate-testing_81a10454b72f93cb2ebb59a513ec011d_800.png\" alt=\"feature_research_survey-what is multivariate testing\" \/><\/picture><figcaption>Trigger and analyze surveys code-free with <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"51iq0\"><strong>Formulate hypothesis<\/strong><\/h3>\n<p>Once the <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain point<\/a> is clear, develop specific hypotheses about potential solutions. These should be testable and actionable.<\/p>\n<p><em>For instance, you might hypothesize that <a href=\"https:\/\/userpilot.com\/blog\/product-trial-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">trial users<\/a> don&#8217;t fully understand your <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">value proposition<\/a> or are struggling to implement your software due to a lack of <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app guidance<\/a>.<\/em><\/p>\n<p>Your hypothesis statement would be: &#8220;By highlighting key use cases and providing <a href=\"https:\/\/userpilot.com\/blog\/personalize-user-onboarding-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized onboarding<\/a> during the trial, we can <a href=\"https:\/\/userpilot.com\/blog\/free-to-paid-conversion-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase the trial-to-paid conversion rate<\/a>.&#8221;<\/p>\n<h3 id=\"3f8v6\"><strong>Create test variations<\/strong><\/h3>\n<p>Based on your hypotheses, design multiple variations for each element you&#8217;re testing. Ensure the changes are significant enough to have a measurable impact.<\/p>\n<p>Example:<\/p>\n<ul>\n<li><strong>First variation<\/strong>: Add a series of <a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthroughs-improve-onboarding\/\">interactive tooltips<\/a> that guide users through core features during the trial.<\/li>\n<li><strong>Second variation<\/strong>: Introduce a personalized <a href=\"https:\/\/userpilot.com\/blog\/email-onboarding\/\">onboarding email sequence <\/a>that offers tailored tips and best practices based on the user&#8217;s industry or role.<\/li>\n<li><strong>Third variation<\/strong>: Create a video walkthrough demonstrating how the software solves common <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain points<\/a> in the user&#8217;s industry.<\/li>\n<\/ul>\n<p>A true multivariate test involves testing different combinations of these variables. For example, you might test:<\/p>\n<ul>\n<li>Tooltips + <a href=\"https:\/\/userpilot.com\/blog\/contextual-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">personalized emails<\/a>.<\/li>\n<li>Tooltips + video walkthrough.<\/li>\n<li>Personalized emails + <a href=\"https:\/\/userpilot.com\/blog\/video-tutorials\/\" target=\"_blank\" rel=\"noopener noreferrer\">video walkthrough<\/a>.<\/li>\n<li>All three together.<\/li>\n<li>None of them (control group).<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/creating-tests-userpilot_fb6f50e3dbafbc3cce1edc3521b3144c_800.png 1x, https:\/\/images.storychief.com\/account_6827\/creating-tests-userpilot_fb6f50e3dbafbc3cce1edc3521b3144c_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/creating-tests-userpilot_fb6f50e3dbafbc3cce1edc3521b3144c_800.png 1x, https:\/\/images.storychief.com\/account_6827\/creating-tests-userpilot_fb6f50e3dbafbc3cce1edc3521b3144c_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/creating-tests-userpilot_fb6f50e3dbafbc3cce1edc3521b3144c_800.png\" alt=\"Creating-tests-Userpilot\" \/><\/picture><figcaption>Creating multivariate test variations in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"87nvi\"><strong>Determine your sample size<\/strong><\/h3>\n<p>Before launching the test, you need to calculate the minimum sample size required for each variation to ensure statistically significant results. This depends on factors like your desired confidence level, statistical power, and the expected effect size of the changes.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/determining-sample-size-what-is-multivariate-testing_6e9d14b6a8bd2e140e24b1bbe6074ddd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/determining-sample-size-what-is-multivariate-testing_6e9d14b6a8bd2e140e24b1bbe6074ddd_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/determining-sample-size-what-is-multivariate-testing_6e9d14b6a8bd2e140e24b1bbe6074ddd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/determining-sample-size-what-is-multivariate-testing_6e9d14b6a8bd2e140e24b1bbe6074ddd_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/determining-sample-size-what-is-multivariate-testing_6e9d14b6a8bd2e140e24b1bbe6074ddd_800.png\" alt=\"determining-sample-size-what-is-multivariate-testing\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get started with Userpilot today!<\/a><\/figcaption><\/figure>\n<h3 id=\"e2u8g\"><strong>Define the goal of the experiment<\/strong><\/h3>\n<p>Clearly state what you want to achieve with the test. This could be the end result of <a href=\"https:\/\/userpilot.com\/blog\/conversion-path\/\" target=\"_blank\" rel=\"noopener noreferrer\">increasing conversions<\/a>, reducing bounce rates, improving <a href=\"https:\/\/userpilot.com\/blog\/user-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">user engagement<\/a>, or any other relevant metric.<\/p>\n<p>Having a well-defined goal will guide your analysis and decision-making process.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/multivariate-test-userpilot-goal-setting_10278a00f91ea114815c3b9ef2758cbf.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/multivariate-test-userpilot-goal-setting_10278a00f91ea114815c3b9ef2758cbf.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/multivariate-test-userpilot-goal-setting_10278a00f91ea114815c3b9ef2758cbf.gif\" alt=\"Multivariate-test-Userpilot-goal-setting\" \/><\/picture><figcaption>Setting experiment goals in <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"bnels\"><strong>Analyze the results<\/strong><\/h3>\n<p>Once you have collected enough data, <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze<\/a> the results of your multivariate test. Compare the performance of each variation against your defined goal and identify the winning combination.<\/p>\n<p><a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> displays test results in real time. You can visit the experimentation dashboard at any time and see what combination is winning:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/test-analysis-userpilot-what-is-multivariate-testing_071011d01edfa010209eb1dc74e43038_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/test-analysis-userpilot-what-is-multivariate-testing_071011d01edfa010209eb1dc74e43038_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/03\/test-analysis-userpilot-what-is-multivariate-testing_071011d01edfa010209eb1dc74e43038_800.png\" alt=\"test-analysis-Userpilot-what-is-multivariate-testing\" \/><\/picture><figcaption>Analyzing test performance with <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h3 id=\"8fgt8\"><strong>Make the necessary adjustments<\/strong><\/h3>\n<p>Based on your analysis, implement the winning combination of variations on your website or app. Returning to our example, if the <a href=\"https:\/\/userpilot.com\/blog\/interactive-software-walkthroughs\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactive tooltips<\/a> combined with personalized emails drive more onboarding completion, it\u2019s time to roll that variation out to your audience.<\/p>\n<p>\ud83d\udca1 Don\u2019t forget: Optimization is an ongoing process. After implementing the winning combination, continue to monitor its performance and iterate as needed. For instance, from continuous tests, you might notice adding <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-checklist-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">checklists<\/a> to your <a href=\"https:\/\/userpilot.com\/blog\/onboarding-user-flow-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding flow<\/a> increases your conversion rate even more.<\/p>\n<h2 id=\"87gd1\"><strong>Conclusion<\/strong><\/h2>\n<p>While it requires careful planning and analysis, the potential rewards make multivariate testing a worthy investment for any company looking to optimize its customer journeys.<\/p>\n<p>Ready to get started with multivariate testing?<a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\"> Book a demo to discuss your needs<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Multivariate testing (MVT) is a method of experimenting with multiple variables on a web page or app to determine the best combination that leads to the highest conversion rates or desired outcomes. MTV helps you test your hypothesis before rolling out significant changes, reducing risk and improving your bottom line.<\/p>\n","protected":false},"author":24,"featured_media":193854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[488],"tags":[332,795,5613,619,52,960,316,1317],"class_list":["post-193853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-engagement","tag-customer-engagement","tag-in-app-experience","tag-multivariate-testing","tag-product-engagement","tag-product-experience","tag-product-experiences","tag-user-engagement","tag-user-testing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is Multivariate Testing?<\/title>\n<meta name=\"description\" content=\"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Multivariate Testing?\" \/>\n<meta property=\"og:description\" content=\"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-21T10:27:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-06T06:15:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1309\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Emilia Korczynska\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emilia Korczynska\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\"},\"author\":{\"name\":\"Emilia Korczynska\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"headline\":\"What is Multivariate Testing?\",\"datePublished\":\"2024-06-21T10:27:56+00:00\",\"dateModified\":\"2026-04-06T06:15:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\"},\"wordCount\":1171,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png\",\"keywords\":[\"customer engagement\",\"in-app experience\",\"multivariate testing\",\"product engagement\",\"product experience\",\"product experiences\",\"user engagement\",\"user testing\"],\"articleSection\":[\"User Engagement\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\",\"url\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\",\"name\":\"What is Multivariate Testing?\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png\",\"datePublished\":\"2024-06-21T10:27:56+00:00\",\"dateModified\":\"2026-04-06T06:15:21+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"description\":\"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage\",\"url\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png\",\"contentUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png\",\"width\":2000,\"height\":1309,\"caption\":\"What is Multivariate Testing? cover\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/userpilot.com\/blog\/#website\",\"url\":\"https:\/\/userpilot.com\/blog\/\",\"name\":\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/userpilot.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\",\"name\":\"Emilia Korczynska\",\"description\":\"Passionate about SaaS product growth, and both pre-sign-up and post-sign-up marketing. Talk to me about improving your acquisition, activation, and retention strategy. VP of Marketing at Userpilot.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/emiliakorczynska\/\"],\"url\":\"https:\/\/userpilot.com\/blog\/author\/emiliauserpilot-io\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What is Multivariate Testing?","description":"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/","og_locale":"en_US","og_type":"article","og_title":"What is Multivariate Testing?","og_description":"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.","og_url":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/","og_site_name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","article_published_time":"2024-06-21T10:27:56+00:00","article_modified_time":"2026-04-06T06:15:21+00:00","og_image":[{"width":2000,"height":1309,"url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png","type":"image\/png"}],"author":"Emilia Korczynska","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Emilia Korczynska","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#article","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/"},"author":{"name":"Emilia Korczynska","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d"},"headline":"What is Multivariate Testing?","datePublished":"2024-06-21T10:27:56+00:00","dateModified":"2026-04-06T06:15:21+00:00","mainEntityOfPage":{"@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/"},"wordCount":1171,"commentCount":0,"image":{"@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png","keywords":["customer engagement","in-app experience","multivariate testing","product engagement","product experience","product experiences","user engagement","user testing"],"articleSection":["User Engagement"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/","url":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/","name":"What is Multivariate Testing?","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage"},"image":{"@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png","datePublished":"2024-06-21T10:27:56+00:00","dateModified":"2026-04-06T06:15:21+00:00","author":{"@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d"},"description":"Curious about multivariate testing? This hands-on guide explains the step-by-step process to conduct one and gain data-driven insights.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/userpilot.com\/blog\/what-is-multivariate-testing\/#primaryimage","url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png","contentUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/06\/what-is-multivariate-testing_3376674c1b8608aa4299f2cf0153cea8_2000.png","width":2000,"height":1309,"caption":"What is Multivariate Testing? cover"},{"@type":"WebSite","@id":"https:\/\/userpilot.com\/blog\/#website","url":"https:\/\/userpilot.com\/blog\/","name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/userpilot.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d","name":"Emilia Korczynska","description":"Passionate about SaaS product growth, and both pre-sign-up and post-sign-up marketing. Talk to me about improving your acquisition, activation, and retention strategy. VP of Marketing at Userpilot.","sameAs":["https:\/\/www.linkedin.com\/in\/emiliakorczynska\/"],"url":"https:\/\/userpilot.com\/blog\/author\/emiliauserpilot-io\/"}]}},"_links":{"self":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/193853","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/comments?post=193853"}],"version-history":[{"count":4,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/193853\/revisions"}],"predecessor-version":[{"id":633983,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/193853\/revisions\/633983"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media\/193854"}],"wp:attachment":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media?parent=193853"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/categories?post=193853"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/tags?post=193853"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}