What's the difference between A/B testing and multivariate testing?

A/B testing compares two versions of a page or element (A vs B), while multivariate testing tests multiple variables simultaneously (e.g., 3 headlines × 3 images × 2 CTAs = 18 combinations). A/B testing is simpler, requires less traffic, and is easier to interpret. Multivariate testing can test interactions between elements but needs much more traffic for statistical significance. Most sites should start with A/B testing, then consider multivariate testing for high-traffic pages. A/B testing is more practical for most businesses. Multivariate testing is useful when you have very high traffic and want to test faster. Experienced consultants help you choose the right approach for your situation.