What is multivariate testing?

Last Updated: 26/6/2024     Tags: multivariate, split, test, testing, subject
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Multivariate testing is similar to A/B split testing in the sense that each content variations are tested against each other to determine the better performing version. But unlike A/B split testing, multivariate testing compares every possible combination against each other. This means that each individual content block or subject line is compared against each other rather than a combination of content blocks and subject lines comparing against other combinations.

Multivariate testing within Taguchi utilizes our patented technology which selects the better performing content combination to send in real time (by actively monitoring opens, clicks and conversions). You can read more about our optimization technology here.

For example, if you had three subject lines and two hero image variations, that would result in six combinations as each subject line and content block is tested against each other:


Multivariate testing can be used to test subject lines and content blocks. Unlike A/B split testing, you can test content blocks without the need for multiple subject lines (as subject lines form a minimum requirement in A/B testing).

If you wish to compare simple content combinations (such as a subject line and hero image together as one combination), we recommend conducting an A/B split test rather than multivariate testing. Read more about A/B split testing here.

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