What Are A/B and Multivariate Tests?

In Nelio A/B Testing, an A/B test and a multivariate test work exactly the same way. The only difference is the number of variants included in the test.

• An A/B test compares the original content (the control) with one variant.
• A multivariate test compares the control with two or more variants.

Regardless of the number of variants, Nelio A/B Testing:

• randomly assigns visitors to one of the available versions;
• ensures each visitor consistently sees the same version throughout the test;
• tracks page views and conversions for each variant; and
• reports which variant performs best according to your conversion goals.

When Should I Use an A/B Test?

An A/B test is ideal when you want to compare a single new idea against the existing version of your content.

For example:

• changing a headline;
• testing a different call-to-action button;
• modifying a product description; or
• trying a new page layout.

Because traffic is split between only two versions, A/B tests generally reach statistically meaningful results faster.

When Should I Use a Multivariate Test?

A multivariate test is useful when you have several alternative ideas that you’d like to compare at the same time.

For example, you might test three different headlines or four alternative hero sections in a single test.

Keep in mind that adding more variants divides your traffic among more versions. As a result, each variant receives fewer visitors and the test typically takes longer to reach statistical significance.

💡 Recommendation: If your website receives limited traffic, consider testing one idea at a time with a standard A/B test. If your site has enough traffic, a multivariate test can help you compare several alternatives simultaneously.

Regardless of the number of variants, Nelio A/B Testing:

• randomly assigns visitors to one of the available versions;
• ensures each visitor consistently sees the same version throughout the test;
• tracks page views and conversions for each variant; and
• reports which variant performs best according to your conversion goals.