Multivariate testing compares multiple variables, like headline, image, and CTA combinations, to identify which mix performs best. Unlike A/B testing, which isolates a single change, multivariate testing evaluates holistic user experience patterns.
In B2B conversion optimisation, multivariate testing allows teams to identify which combinations of elements deliver the strongest results. By replacing guesswork with evidence, it helps marketers improve performance more efficiently and scale successful design choices across campaigns.
