Definition:

To enhance the ultimate advertising strategy, it is a technique in advertising research in which a multitude of variables in a controlled environment is altered at the same time, and the resultant strategies are then evaluated.

Information:

A/B testing and multivariate testing are similar in many features. However, in multivariate testing, many variables are tested, rather than only one. The version which provides the best outcomes can be separated from the rest if one alters the many features in a basic strategy and then evaluates their impact on the advertising response.

Official Site:

Visual Website Optimizer: A/B Split and Multivariate Test Duration Calculator

Helpful Articles to Understand Multivariate Testing:

Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates
Smashing Magazine (November 24, 2010)

Related Terms:

Check out other Glossary Articles on Online Advertising Glossary and Digital Marketing Glossary