Multivariate testing

Enhance site performance with multivariate tests

Put multiple variants to the test at the same time to find the most effective combinations. Optimize every aspect of your website for maximum engagement and conversion rates.
Unlimited combinations: Create as many combinations as you'd like.
View results: Track the performance of your tests and conversions.
No flickering: No flickering that can mess up your website's UX.
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Multivariate testing

What is multivariate testing?

Multivariate testing means that you test more than two variants, and it's the most extensive of all tests. Unlike A/B testing or split testing, here you can test combinations of headlines, descriptions and demo videos for example. 

Website visitors are randomly directed to one of these page variants. The goal here is to determine which type works best for your audience. However, the big downside of multivariate testing is that you need a huge amount of traffic for meaningful results, so it's not recommended if you're just starting out.

The ultimate guide to A/B testing in Webflow

Follow this guide and test different versions of your site and discover the best performing ones to improve conversions.

Advantages of multivariate testing

Multivariate testing has several benefits that can make your website better and help your business prosper online.

Boost conversions

Multivariate testing helps you get more people to do what you want on your website without spending too much money. Even small changes, like tweaking button colors, can bring you more customers and make you more revenue.

Fix visitor problems

When people visit your website, they might run into issues that make them leave. Multivariate testing helps you find and fix these problems fast, so more people stick around and buy from you.

Lower bounce rates

Multivariate testing is a smart way to figure out how to keep people from leaving your website right away. By testing different things, you can make your site easier to use and keep visitors interested.

Make safer changes

With multivariate testing, you can make small changes to your website without risking everything. Instead of making big changes all at once, you can test little tweaks based on what the data says works best.

Use data to decide

Multivariate testing helps you make decisions based on facts, not just guesses. By looking at the data, you can quickly figure out which version of your website is doing better, so you don't have to rely on your gut feelings.

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How to

How to multivariate test in Webflow?

For you to start multivariate testing in Webflow, there are six crucial steps that you need to take if you want a successful result on your website or app. Ignoring them could impact the efficiency of your test outcomes. 


Start by digging into your website's data. Look for pages that are popular and where people take actions, like making purchases or signing up. These pages are the best candidates for testing.


Think about what you want to test and why. For example, one simple hypothesis could be "Changing the position of my Get started button will increase signup conversion rates by 7%." This is like making an educated guess about what might work, so you're going to test it.

Install Optibase

To start multivariate testing in Webflow, you need to set up Optibase. It's designed to work smoothly with Webflow and makes multivariate testing a simple task. Install Optibase from the Webflow Apps marketplace and integrate it into your Webflow Designer.

Create variants and combinations

Now it's time to get creative. Make different versions of your webpage based on your hypothesis. For example, create variations of your page with different CTAs and layouts. Each version should represent a unique combination of changes that you want to test.

Run the test

Launch your multivariate test and let it run for a while. Make sure you have enough visitors coming to your site and enough time to gather meaningful data. The average testing time in Webflow should be at least 2 weeks, but it depends on your business goals.

Analyze results

Once your test is complete, it's time to analyze the data. Look at which version of your page performed the best according to your hypothesis. Use this information to make improvements to your website and continue optimizing for better results.

Optibase multivariate testing features

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Accurate statistics

In multivariate testing, you get to make informed decisions using the Probability to Be Best metric. It helps you identify the most promising variant by using a special mathematical technique known as Bayesian statistics, taking into account the results and the level of uncertainty.

Download data

Sharing testing data is easy with Optibase. The tool allows you to effortlessly export detailed testing data, facilitating in-depth analysis and report generation. By collaborating with your team, you can gain valuable insights from your multivariate testing results.

Target audiences

Powerful audience segmentation capabilities enable you to restrict tests based on factors like geolocation, screen size, device type and browser. By tailoring tests to specific audience segments, you can enhance user experience and boost conversions.

Testing across platforms

With Optibase, you can conduct tests across different websites and platforms, allowing you to gain a comprehensive understanding of user behavior. Whether your audience interacts with your brand through a website or an app, you can easily get meaningful results.

Preview before launch

Before launching a test, you have the opportunity to preview different variants to ensure they meet your expectations and objectives. It allows for thorough evaluation and fine-tuning of experiment settings, enhancing the effectiveness of your multivariate tests.

Flexible traffic control

Optimize your multivariate tests with flexible traffic allocation options provided by Optibase. Whether you prefer to distribute traffic evenly across variants or target specific audience segments, our platform allows you to maximize the impact of your experiments.
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Frequently asked questions

When should I do a multivariate test instead of a simple A/B test?
Multivariate testing allows you to test more than two variants at the same time, making it the most extensive testing method available. Unlike A/B testing or split testing, here you can test combinations of headlines, descriptions and even demo videos. However, if you don't have enough traffic you won't get meaningful results, so it's not recommended for websites with low traffic volume.
How does multivariate testing help improve website performance?
Multivariate testing offers several advantages that can improve your website's performance and the success of your business. By running these tests, you can figure out how to increase conversions, solve visitor pain points and lower bounce rates by optimizing specific elements. Also, you mitigate the risk by implementing smaller changes based on data, instead of guessing what will work and what won't.
How can I tell if my website has enough traffic to run meaningful multivariate testing? 
Determining whether your website has enough traffic for multivariate testing depends on several factors, including the number of variants, the desired level of statistical significance and the expected effect size. But a general rule of thumb suggests a minimum of 1000 visitors and 100 conversions per variant to make sure your results are reliable. You can also check out the A/B test sample size calculator
What elements can be tested using multivariate testing?
Virtually any element on a website can be tested using multivariate testing, but the most common ones are headlines, images, call-to-action buttons, forms, layout and design.