VWO defines Multivariate testing as a technique for testing a hypothesis in which multiple variables are modified. In terms of a website, it is an experimentation that leads to modification and testing of multiple elements of a webpage to determine which combination of the page leads to the maximum positive impact on conversion. Shubhi Ahluwalia has published a comprehensive article on Multivariate Testing and when and how to use it. Ahluwalia says, “Multivariate testing allows you to drill down and see exactly which combination of your critical website elements yields the best results.... [...]