Multivariate Testing

Test multiple elements simultaneously — including image, layout, background colour, copy and so on — to not only find the the most effective combination, but to understand which elements are contributing the most to customer success.


Powerful testing. Even more powerful optimisation.

When people land on your site, they’re taking it all in, all at once. And while testing individual elements has its place, it’s just as important to test how all the elements come together to create a compelling experience. Not only does this help you to deliver the best experience every time, it offers new options for further testing and insight.

In Adobe Target, our multivariate testing gives you this comprehensive view of everything — the images, layouts and more. Test combinations of elements with the same ease as an A/B test. And with out-of-the-box reporting, you can quickly see the best and worst performing combinations, so you can iterate and respond quickly. At the same time, you can understand how each element mixes, mingles and affects the overall customer experience, which allows you to focus your efforts where they’ll really matter.

See what makes it work.

Three-step guided workflow
Use our visual experience composer and the same easy workflow you use for A/B testing to build multiple tests automatically for multiple audiences.

Full factorial testing
We offer full factorial multivariate tests and make it easy for you to exclude combinations that don’t make sense.

Determine the drivers
Our element contribution report gives you specific insight on which elements of your test are having the greatest impact, allowing you to design and run even more specific tests to better define the experience.

Learn more about multivariate testing in Adobe Target.

Discover all you can do with multivariate testing.

Learn what makes a good multivariate test and when you should use an A/B test instead in our documentation.

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See multivariate testing in action.

Watch a step-by-step demo of how to set up and use multivariate tests in our Help section.

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Learn how to create a multivariate test.

See how to create a multivariate test, when to use them, and how they work in this video tutorial.

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See related features

A/B testing

A/B test your whole experience, including images, copy, UI, and more, to find the winning experience. The rigorous testing approach in Target is designed to test multiple variations across web, mobile app, IoT, and more on both the client and server sides.

Mobile optimization

Test and personalize the mobile web and app experiences based on user behavior and mobile context. Deliver interactions that engage and convert through interactive testing as well as rules-based and AI-powered personalization.

Automated offers

Automate large-scale testing and experimentation with multiple machine-learning methods, powered by Adobe Sensei, to identify the best-performing offer for each visitor.

Let’s talk about what Adobe Target can do for your business.

Let’s talk about what Adobe Target can do for your business.