Multivariate testing (MVT)
A multivariate test compares combinations of changes to several elements to study their effects and relationships. For example, it may combine different headlines and images on a page
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The design requires enough observations to interpret the combinations without mistaking random variation for an improvement. An A/B test of versions containing several changes does not in itself identify which change caused the result either. The choice depends on the experimental question, available traffic and planned analysis.
Also known as
MVT, Multivariate test
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