Multivariate testing

Multivariate testing, often abbreviated as MVT, is an advanced method used in conversion rate optimization to evaluate the performance of variations across multiple webpage elements simultaneously. In SEO, this technique is crucial for understanding how different elements of a webpage interact with each other and influence user behavior, which in turn affects search engine rankings.


In multivariate testing, a website’s multiple variables are modified to create several versions of a page. Each version is then shown to a segment of website visitors. The resulting data exhibits which combination of variations performs the best for the desired outcome, such as click-through rate, form submissions, or time on page. MVT requires significant traffic to produce statistically valid results, due to the complexity and the number of variations tested.

Best practices:

Below are recommended best practices for executing successful MVT. These steps will help you identify the right elements to test, set up variations methodically, choose and use appropriate tools, segment your audience correctly, and finally, analyze and apply the results to enhance both user experience and SEO efficacy.

  1. Identify key elements: Choose elements that are likely to have a significant impact on user behavior and SEO, such as headlines, images, call-to-action buttons, and content placement.
  2. Create variations: Develop several distinct versions of these elements, ensuring that they are noticeably different from each other to gauge the impact clearly.
  3. Use MVT tools: Employ robust multivariate testing software capable of creating complex test variations and tracking results accurately.
  4. Segment your traffic: Ensure that the audience viewing each test version is randomly selected to prevent bias and that the segments are large enough for statistical significance.
  5. Analyze results: Evaluate the data collected from the multivariate Test to understand which combination of changes had the most positive effect on user engagement and conversion rates.
  6. Apply findings: Implement the most successful element combinations on your webpage to optimize user experience and potentially improve SEO performance.

It is crucial to adhere to ethical guidelines when conducting multivariate testing, including respecting user privacy, providing equal user experience regardless of test variations, and not manipulating results for personal or corporate gain.

Impact on SEO:

While multivariate testing is not a direct ranking factor, it indirectly influences SEO by optimizing user experience and engagement, which are important signals to search engines. Websites that are better tailored to meet user needs are more likely to achieve higher rankings, lower bounce rates, and better conversion metrics.


How can Multivariate Testing benefit SEO performance?

While Multivariate Testing itself is not a direct SEO ranking factor, optimizing user experience and engagement through this method can indirectly improve SEO performance. Websites that provide a better user experience are more likely to achieve higher rankings, lower bounce rates, and improved conversion metrics.

What are some key elements to consider in Multivariate Testing for SEO purposes?

Important elements to test in Multivariate Testing for SEO include headlines, images, call-to-action buttons, content placement, and other elements that can impact user engagement and conversion rates.

Why is Multivariate Testing important in SEO?

Multivariate Testing is crucial in SEO as it helps in evaluating how different elements of a webpage interact with each other and influence user behavior. By optimizing these elements based on test results, websites can improve user experience, engagement, and potentially enhance SEO performance.

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