MVT terminology
When setting up a multivariate test, it is useful to understand some basic terminology.
There are multiple terms used in different ways across the industry. This section defines the terms used by Target.
Combination: The content variations created when you test multiple content options in multiple locations. For example, if you are testing three locations, each with three content options, then there are 27 possible combinations (3x3x3). A visitor to your site sees one combination, also referred to as an experience.
Content: The text or image comprising a test variation within a location. In a multivariate test, several content options within multiple locations are compared. In MVT methodology, the content is sometimes referred to as a level.
Element: A DOM element containing content variations to be tested in the MVT test. See also Location.
Location: A specific content area on a page, often contained by a single DOM element. In MVT methodology, a location is sometimes referred to as a factor. A full-factorial multivariate test compares all possible combinations of offers in your locations.
When to use Multivariate Test vs A/B
Multivariate tests can be used together with A/B tests to optimize your page. Examples of when you might want to use them together include:
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Use an A/B test to optimize your page layout, followed by an MVT test to determine the best content in each element on the page.
An A/B test can provide important feedback on the layout, and MVT tests excel on testing the content within the elements in your page design. Running an A/B test on the layout before testing multiple content options can help you to determine the best layout and the most impactful content.
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Use an MVT test to determine which element is the most important, then follow up with a more focused A/B test on that element.
When the number of different experiences exceeds five and spans two or more elements, it’s a good idea to consider an MVT test before running your A/B tests. The MVT test shows which areas on the page are most likely to improve conversion. These are the elements that a marketer should focus on. For example, the MVT test might show that the call to action is the most important element for meeting your goals. Once you have determined which elements and content are most useful for helping you meet your goals, you can run an A/B test to further refine the results. For example, you could test two specific images against each other, or compare the wording or colors of a call to action. By following an MVT test with one or more A/B tests, you can determine the best possible content for the results you desire.