Multivariate Testing
Multivariate Testing is the automated process of sending two different versions of a campaign element — such as landing page with two version of the headline — to two distinct but randomly chosen user populations (or Test Cells), and then monitoring which version produces the better response.
Although multivariate testing can involve multiple variables in statistical models, in Sales & Marketing Automation multivariate testing refers to testing only two versions of one variable at a time. That is why it is also known as A/B Split (version A/ version B) testing.
