Chapter 96. A Multi-what-now Test?!
An A/B test is brilliant for testing a specific change in your design. But, if you want to test how one design element affects another, you need a multivariate test.
A multivariate test can test combinations of changes.
Multi-VARIATE. (Say: “multi-very-it”)
When you change one thing on your page or site, it can affect how the users think about something else. A multivariate test allows you to test relationships between design elements.
Let’s say you have three options for headlines:
Headline 1: “This is the greatest thing ever!”
Headline 2: “This is the worst thing ever!”
Headline 3: “This is kind of really ok, ish!”
And you also have three options for photos to go with those headlines!
Photo 1: A puppy.
Photo 2: A hamburger.
Photo 3: Your mom.
That doesn’t sound so bad. Seems like an A/B/C test. Right?
Nope.
Here’s the kicker:
Any of the headlines will work with any of the photos. But depending on the combination, the user might have different reactions.
Maybe some people want to see the greatest thing ever, but only if the photo shows something they like.
Maybe some people would love to see the worst thing ever, but only if the photos show something they hate.
Or, maybe your mom makes every headline more effective! Who knows?!
Very subjective. Very complicated.
How would you know what combination to use!?
A multivariate test, that’s how.
Multivariate tests think harder than you can.
In this case there are nine combinations of photos and headlines:
Headline 1 with photo ...
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