How does an A/B test differ from a multivariate test?

A/B testing is a method of comparing two variants (A and B) of a single element, such as a webpage or a feature, to determine which one performs better based on a specific metric (conversion, clicks, etc.). Two user groups participate in the test, each seeing one of the variants.

Multivariate testing (multifactorial testing) is an extension of A/B testing, where multiple variables and their combinations are tested simultaneously. For example, you can change the headline, button color, and image at the same time to understand which combinations yield the best results.

The main difference:

• A/B testing changes one element with two variants.
• Multivariate testing changes multiple elements and analyzes the impact of each combination.

This allows for a deeper understanding of which specific changes influence user behavior.