Multivariate Testing

Where an A/B test compares two versions, multivariate testing varies several elements together and measures their interactions, so you learn not just which button wins but which combination does. I ran A/B and MVT cycles at Paus to shorten time-to-fit.

It’s powerful and easy to abuse: more variants means you need far more traffic to reach a trustworthy answer. Without the sample size to back it, an MVT just launders noise into false confidence.