Learn how testing many elements at once unlocks deeper insights. Master the fundamentals of multivariate experimentation.
In multivariate testing, what does the term “variant” usually represent?
An individual visitor
A unique combination of element versions
A traffic source
A page view
Why do multivariate tests typically need a larger sample size than a simple A/B test?
They never use a control version
They split traffic across many more combinations
They run for shorter periods
They ignore interaction effects
Testing 3 headlines and 2 hero images in a full‑factorial design produces how many variants?
6
3
5
12
A key advantage of multivariate testing over single‑factor tests is the ability to identify ______ effects.
carry‑over
bot
interaction
seasonal
Which design reduces the number of multivariate combinations while still estimating main effects?
Fractional factorial
Random walk
Cluster sample
Latin square
When traffic volume is limited, experts recommend ______ instead of a large full‑factorial multivariate test.
shortening the run to one day
focusing on the highest‑impact elements
adding more factors
ignoring statistics
In most tools, the primary metric used to pick a winning variant is ______.
conversion rate lift over control
bounce rate
time on page
scroll depth
Which statistical model is commonly used to analyse multivariate test data and isolate element contributions?
K‑means clustering
Linear programming
ANOVA (analysis of variance)
Random forest
Before launching a multivariate test, you should verify that individual page elements are ______ across variants.
loaded from different CDNs
styled using inline CSS only
all visible above the fold
mutually independent in how they’re assigned
A multivariate test is most appropriate when your goal is to optimise ______.
one headline only
server response time
the joint impact of several page elements
shipping carrier speed
Starter
You’re just getting started with multivariate testing.
Solid
Solid grasp—keep refining your designs and stats interpretation.
Expert!
You’re a multivariate testing pro! Keep pushing complex experiments.
