Creative and testing
Multivariate test
A test that changes several elements at once, such as headline, image and offer, to see which combination works.
What it is
It reads the effect of each element and of their combinations in one test.
Why it matters
For lead generation and e-commerceIt can find good combinations faster than a chain of A/B tests, when there is enough traffic.
In practice
Plan the elements and versions, check that each combination will get enough traffic, and read the main effects before the combinations.
A common mistake
Running it without the traffic to support it. The number of combinations grows fast, and each one gets too little data.
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