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Making the transition to Optimizely X
Multivariate testing uses the same core mechanism as A/B testing, but compares a higher number of variables, and reveals more information about how these variables interact with one another. Think of it as multiple A/B tests layered on top of each other.
Testing all possible combinations of a multivariate test is also known as full factorial testing, and is one of the reasons why multivariate testing is often recommended only for sites that have a substantial amount of daily traffic — the more variations that need to be tested, the longer it takes to obtain meaningful data from the test. Learn more about the different types of testing.
In order to effectively do multivariate testing, you need a significant level of traffic. More often than not, simply running multiple A/B tests on a page (or across several pages) will be sufficient to answer your hypothesis and will reach statistical significance more quickly.