Mobile User Engagement Glossary | Storyly

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Multivariate Testing

What is multivariate testing?

Multivariate testing permits marketers to continuously analyze at least two variations of a message to survey which variation plays out the best. 

Multivariate testing is a kind of testing that makes it possible to test different factors by looking at a few variations of a user message, page, or other resource at the same time to figure out which version performs best. This sort of testing stands out from A/B testing, which looks at two variations to test a single variable.