Multivariate testing is conducted in a live, controlled environment. The webpage is
dynamically generated and rotated among incoming visitors so that each gets to see one of the different combinations of
elements. Visitors are tracked and their behaviours recorded as they navigate the site, to determine which elements (i.e.,
independent variables) on a webpage make the biggest impact on the site’s performance.
Site performance is measured in terms of a specific objective metric (i.e., dependent variable) such as conversion
rate.
