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Multivariate Test (MVT)

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Also called MVT testing.

A testing approach in which multiple variables are modified and tested.

The goal is to determine which combination of variants performs best out of all the possible outcomes.

MVT testing is typically more complicated than A/B testing and requires higher traffic. However, if done right, can be a powerful way to make and assess multiple changes to a website – without radically redesigning the site.

An example of an MVT test would be testing the effect of changing the button color AND button shape, then determining which combination of elements led to the highest conversion lift.

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