Wingify Experimentation Suite > Multivariate Testing
Change multiple elements on a page together, and understand which combination increases engagement, conversions, or revenue.
An A/B test is ideally used to understand the impact of smaller, individual changes. Multivariate testing lets you test the impact of a combination of changes.
When does multivariate testing add the most value?
Test headlines, hero images, and CTAs together to find the mix that converts best. At scale, individual elements may require a dozen tests to validate what works.
Try several combinations of headline, visuals, and button copy at once instead of individual tests for each element.
Combine layout, imagery, pricing presentation, and CTA placement in one multivariate test to see which mix lifts add-to-cart or purchase intent.
Test form length, field labels, button copy, and supporting copy at once to find the combination that reduces friction and lifts submissions.
After a Split URL test picks the direction, use multivariate testing to further optimize the elements on your website redesign and evolve CX incrementally.
Build experiences using the no-code editor in minutes. Change copy, colors, layouts, placements, or add new elements like CTAs, forms, banners, modals, etc.
Target specific user cohorts based on their location, device, traffic source, and on-site behavior like clicks, scroll, and exit intent, with 40+ built-in targeting parameters.
Monitor conversions, engagement, and revenue for every combination, and see the real-world impact of the combinations of your changes.
With complete statistical control over the model, power, false positive rate, etc, you get error-free reports, alongside constant health monitoring to flag any anomalies.
A winning combination is just the start, not the finish. Wingify ties user behavior analysis to the statistical result, so you carry the lesson into the next test.
Heatmaps, scrollmaps, and clickmaps show whether visitors notice the elements you changed, and which ones pull attention.
Session recordings reveal intent, expose friction points, catch errors, and show you where visitors drop off.
Save hours of hunting through user data by summarizing heatmaps and sessions to catch engagement, intent, and friction patterns all at once.
Wingify has been so helpful in our optimization efforts. Testing opportunities are endless, and it has allowed us to easily identify, set up, and run multiple tests at a time.
Digital Optimization Specialist
Validate your ideas at scale, with all the controls you need.
Explore Web ExperimentationWhen you want to compare one change at a time — like a headline, CTA, or image — A/B testing helps you see which version performs better with less traffic.
When you want to compare bigger changes, separate URLs, redesigns, or alternate flows, split testing helps you see which path drives stronger results.
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Here is what teams usually ask before they start
A/B testing compares a few full versions of a page. Multivariate testing changes several elements at once and finds the best-performing combination while showing which elements drove it. Use A/B for one big idea, multivariate to fine-tune many elements together.
You should test elements that are related to each other as a combination that can influence the visitors’ conversion. Say a headline and its hero image, a CTA and the copy around it, or a price and its buy button. Multivariate testing then shows you which combination impacted your key metrics, for real-world users.
A multivariate test needs more traffic than an A/B test because every element you add multiplies the number of combinations. Wingify includes a built-in duration calculator that tells you upfront whether your traffic can reach a reliable result, so you never start a test you can't finish. As a rule of thumb, multivariate testing works best on your highest-traffic pages.
Yes, Wingify lets you run multiple tests at once. You can keep a multivariate test live alongside A/B tests and Split URL tests across your site and use mutually exclusive groups to stop overlapping tests from sharing the same visitors and skewing each other's results. This keeps every test reliable while your team moves at speed.
Once Wingify Multivariate Testing declares a winning combination, you can simply roll it out from our Wingify platform. When you want to officially have it in the codebase as a default experience, you can apply those element changes to your website’s code and close the Wingify rollout.
Free for 30 days. No credit card required.
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