Multivariate and split URL tests

A simple A/B test compares two versions of one thing. A multivariate test changes several elements at once, such as the headline, the image and the button, and works out which combination performs best. A split URL test sends visitors to entirely separate web addresses, which is useful for comparing two page designs built independently. Convert Experiences and VWO are examples of tools listed with this feature.

Some questions need more than a single change. A multivariate test shows which element matters most, and a split URL test lets you compare big redesigns without editing one page. You need them when your page gets plenty of visitors and you want to test several ideas together. A multivariate test needs a lot of traffic, because every combination needs enough visitors, so a small site is better off with simple A/B tests.

• How does the tool handle the number of combinations, and does it warn you when traffic is too low?
• Can a split URL test track visitors across separate pages and domains?
• Does the tool avoid a flash of the original page before a variation loads?
• Can you see which element contributed most to the result?