How to Choose the Right Variables for Multivariate Testing

Mar 27, 2023 | Multivariate Testing

How to Choose the Right Variables for Multivariate Testing

When it comes to optimizing your website’s performance, multivariate testing is an essential tool. This process allows you to test multiple variables simultaneously and identify the most effective combination for achieving your desired goals. However, selecting the right variables for multivariate testing can be a challenging task. In this article, we will guide you through the process of choosing the perfect variables to maximize the success of your multivariate tests.

1. Understand Your Objectives

Before diving into multivariate testing, it’s crucial to have a clear understanding of your objectives. Determine what specific goals you want to achieve through the testing process. Are you aiming to increase conversion rates, improve user engagement, or boost sales? Identifying your objectives will help you narrow down the variables that directly impact your goals.

2. Analyze User Behavior

Studying your website’s analytics is an excellent way to gain insights into user behavior. Use tools like Google Analytics to identify the pages with high bounce rates or low conversion rates. This data will help you pinpoint the areas that need improvement and provide valuable information for selecting variables to test.

3. Prioritize Variables

While there may be numerous variables you want to test, it’s essential to prioritize them based on their potential impact. Focus on variables that are likely to have the most significant influence on your objectives. For example, if you want to increase click-through rates, prioritize variables related to headlines, call-to-action buttons, or visual elements.

4. Test One Variable at a Time

Although multivariate testing allows you to test multiple variables simultaneously, it’s recommended to isolate and test one variable at a time. By doing so, you can accurately measure the impact of each variable on your desired outcome. Testing multiple variables at once may result in complex data interpretation and make it challenging to identify the root cause of any changes observed.

5. Seek Expert Advice

If you’re unsure about which variables to choose or how to set up your multivariate tests, don’t hesitate to seek expert advice. Consult with a digital marketing professional or hire an agency specializing in conversion rate optimization. Their expertise will ensure that you select the right variables and execute the tests effectively, saving you time and resources.

6. Consider Industry Best Practices

While every website is unique, there are industry best practices that can serve as a starting point for variable selection. Research successful case studies and gather insights from your competitors or industry leaders. This will provide you with valuable guidance and help you make informed decisions when choosing variables for your multivariate tests.

7. Monitor and Measure Results

Once you have executed your multivariate tests, closely monitor and measure the results. Analyze the data collected and evaluate the impact of each variable on your objectives. This analysis will provide you with insights into which variables are driving positive changes and which ones are not. Use this information to refine your testing strategy and continue optimizing your website.


In conclusion, selecting the right variables for multivariate testing is crucial for achieving optimal results. By understanding your objectives, analyzing user behavior, prioritizing variables, testing one variable at a time, seeking expert advice, considering industry best practices, and monitoring results, you can make informed decisions and maximize the success of your multivariate tests. Remember, continuous testing and optimization are key to improving your website’s performance and meeting your goals.

For more informative articles and resources on digital marketing, be sure to explore the other sections of our website. Happy testing!


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