Multiple elements (e.g image and CTAs) are modified at the same time to determine which combination of variations performs best, and understand customer element interaction.
There is no set rule on the number of elements/ variations that can be tested, however MVT tests do require a larger sample size than A/B testing.
How it works:
- Define and configure the multiple elements likely to have the biggest impact.
- Randomly divide users into two or more groups
- Show each audience a different version of the page or journey
- Monitor the performance of each version
- Make informed decision based on winning elements or insight gained during test
The examples below show different combinations of elements.