multivariate test (MVT)

Multivariate tests are tests used to evaluate web pages. In the multivariate test, web pages with the same content are evaluated against each other.

The viewers are asked to evaluate the web page in terms of its attention-grabbing effect, layout, clarity and possible sales support. During the test phases, the composition of the different elements changes in an attempt to find the combination that promises the greatest success.

In contrast to the multi-variant test, only one single element is changed at a time in the A/B test.