There are several methods for UX testing, but A/B testing is one the most common testing approach among companies. If you want to scale your testing program and increase the number and speed of your tests, then multivariate testing is your answer.
Although A/B and multivariate are similar testing methods for your digital products, there is a difference. Lars Nielsen does a great job of explaining it:
Multivariate testing opposes the traditional scientific notation. Essentially, it can be described as running multiple A/B/n tests on the same page at the same time.
In this post, we’ll explore the 15 best Multivariate testing tools to help you make data-driven decisions to optimize your apps to fit your customers’ needs.
15 Best Multivariate Testing Tools
The success of your online business depends on a strategic approach to Multivariate testing. Tailoring your app or webpage to your customer’s unique needs is crucial for a successful business.
Here are the 15 best multivariate testing tools that caught our attention and made a positive impression.
- UXtweak
- Kameleoon
- VWO
- Crazy Egg
- Optimizely
- AB Tasty
- Adobe Target
- Convert Experiences
- Qubit
- SiteSpect
- Webtrends Optimize
- Userpilot
- Mutiny
- Leanplum
- Omniconvert
To get a better overview, scroll down and see the table below.
Rating | Ease of Use | Quality of Support | Pricing | |
UXtweak | 4.7/5 | 5.0/5 | ✓ Free plan Plus plan starts at €49/month | |
ClickUp | 4.3/5 | 4.5/5 | ✓ Free plan Paid plan starts at $10/month | |
Craft.io | 4.0/5 | 4.6/5 | ✗ No free plan Paid plan starts at $24/month Also billed annually | |
Pendo | 4.1/5 | 4.5/5 | ✓ Free plan Paid plan: upon request | |
Airtable | 4.4/5 | 4.4/5 | ✓ Free plan Paid plan starts at $24/month Also billed annually | |
Jira | 4.1/5 | 4.2/5 | ✓ Free plan Paid plan starts at $7.53/month Also billed annually | |
Aha! | 4.4/5 | 4.9/5 | ✗ No free plan Paid plan starts at $9/month | |
ProductPlan | 4.4/5 | 4.7/5 | ✗ No free plan Paid plan starts at $49/month | |
Hotjar | 4.6/5 | 4.5/5 | ✓ Free plan Paid plan starts at $39/month | |
Miro | 4.5/5 | 4.3/5 | ✓ Free plan Paid plan starts at $8/month | |
Roadmunk | 4.1/5 | 4.2/5 | ✗ No free plan Paid plan starts at $19/month | |
Typeform | 4.6/5 | 4.4/5 | ✓ Free plan Paid plan starts at $29/month. | |
Asana | 4.4/5 | 4.3/5 | ✓ Free plan Paid plan starts at $10.99/month | |
Planview Portfolios | 4.2/5 | 4.3/5 | ✗ No free plan Custom plan available upon request | |
Confluence | 3.8/5 | 4.2/5 | ✗ No free plan Paid plan starts at $5.16/month | |
Balsamiq | 4.5/5 | 4.3/5 | ✗ No free plan Paid plan starts at $12/month Also billed annually |
1. UXtweak
UXtweak is a versatile UX research tool that can perform multivariate testing on websites, mobile apps, and applications. It offers an array of functionalities, so you can even conduct multivariate testing on a prototype to save money and time and avoid future costly redesigns.
With UXtweak, you get a comprehensive multivariate testing tool that allows you to conduct various tests, such as A/B testing, Preference Testing, the First Click Test, and the Five-second Test, as well as run usability tests and user interviews to get to know your users better.
Another great benefit of UXtweak is the ease of recruitment. The platform offers multiple recruitment channels, from uploading your database to buying participants from UXtweak’s User Panel. All at flexible and affordable pricing, making UXtweak a smart choice for CRO professionals.
They offer robust features and advanced analytics, UXtweak has everything you need!
Pros
- Advanced analytics
- Both A/B prototype tests and Preference tests available
- 10+ other UX research tools in one place
- Ease of recruitment
- Forever free plan
- Comprehensive reporting and multiple data export options
- Intuitive UI and easy to use
Cons
- Only supports 14 languages
Reviews
According to Capterra:
Overall – 4.8/5
Ease of Use – 4.7/5
Quality of Support – 5/5
Pricing & Plans
UXtweak offers a free plan with unlimited access to all its tools for small-scale projects. It offers 4 plans – Starter (free plan), Plus, Business, and Enterprise (custom pricing). Its paid plan starts at €49/month.
2. Kameleoon
Kameleoon offers incredible multivariate testing, full-stack features to enhance conversion rates, and extensive customization options. Your team doesn’t need any developer resources since Kameleoon allows you to use web-based data for analytics, targeting, and server-side test activation.
Kameleoon offers immense flexibility with an integrated code and graphical editor. It also has a powerful Chrome extension that makes conducting experiments a breeze.
With its intuitive graphics editor, over 45 native targeting factors to launch tests, anti-flicker technology, 30+ integrations, and a results dashboard showing Bayesian statistics, you get the maximum efficiency for conversion optimization.
Pros
- Easy setup and click tracking
- Dedicated customer service team
- AI customization
- Easy-to-use WYSIWYG editor for tech novices
- Seamless integration with 3rd party tools
- High accuracy rate
Cons
- Slow loading time of WYSIWYG editor
- No free plan
- You need coding knowledge to implement complex cases
- Can’t archive tests
Reviews
According to Capterra:
Overall – 4.9/5
Ease of Use – 4.4/5
Quality of Support – 4.9/5
Pricing & Plans
Kameleoon doesn’t offer any free plans. It operates on a custom pricing model, which is available upon request. However, its paid plan starts at $0.65 per month.
3. VWO
VWO is a platform with an extensive range of CRO tools that allow you to perform multivariable tests, such as various CTA buttons, images, and headlines, to observe which version converts the most users.
VWO is especially great if you’re new to the area and on a budget. It’s also mobile-friendly, so it’s a great choice for running tests on iOS and Android versions of your site or app.
The platform also offers split URL testing, A/B testing, behavioral segmentation, visual editor, asynchronous code, and pop-up widget testing.
Pros
- Extensive customization options
- Group tests feature
- Dedicated customer service
- Tracks long-term goals
- Session recording
Cons
- Has a steep learning curve
- Only tests client side
- Pricing changes frequently
Reviews
According to Capterra:
Overall – 4.5/5
Ease of Use – 4.3/5
Quality of Support – 4.4/5
Pricing & Plans
VWO offers 4 plans – STARTER, GROWTH, PRO, and ENTERPRISE. The STARTER plan is free for everyone. Their paid plan starts at $176 per month.
4. Crazy Egg
Crazy Egg is one of the sites and apps’ best multivariate testing tools. It’s a comprehensive optimization tool that offers in-depth insights into user behavior. It offers more than multivariate testing, including A/B testing, heatmaps, session recordings, etc.
They offer no-code MVT, so you can start your testing immediately without any hassle. While it may not be the most advanced multivariate tester, it’s perfect for small businesses looking to optimize their products.
It’s a feature-rich platform that offers multivariate testing, heatmaps, session recordings, scroll maps, confetti reports, comprehensive reporting, and app integrations.
Pros
- Powerful reporting
- Incredible Multivariate testing and mapping features
- Campaign duplicating features
Cons
- Unreliable session recordings
- Limited integrations with 3rd party tools
- It can be rather expensive
Reviews
According to Capterra:
Overall – 4.4/5
Ease of Use – 4.5/5
Quality of Support – 4.1/5
Pricing & Plans
Crazy Egg offers a free 30-day trial. They have three paid plans, including Pro, Plus, and Enterprise. Their Plus plan starts at $99/month.
5. Optimizely
Optimizely is one of the market’s leading multivariate testing and optimization tools. It offers extensive tools to empower businesses to provide incredible digital experiences.
From multivariate and AB testing services to customization, Optimizely offers users everything they need to gather valuable insights and make data-driven decisions. They offer the best A/B testing software and MVT software.
To ensure your conversion rate is increasing at the right ratio, Optimizely provides a visual editor, omnichannel experiments, third-party integration support, user segmentation, and no-code testing with the visual editor.
The platform is great for website optimization or feature launch testing. Its Web Experimentation product allows you to conduct several experiments on the same page. You can also do all these to your messaging platforms, mobile apps, and others to give your clients an effortless experience.
Pros
- Unlimited experiments
- Widget feature
- Top-notch customer support
- Advanced targeting options
Cons
- Lack of automatic insights on audience performance
- Slow loading time
Reviews
According to Capterra:
Overall – 4.0/5
Ease of Use – 4.0/5
Quality of Support – 4.0/5
Pricing & Plans
Optimizely offers a free trial. Although their paid pricing is not disclosed on the website, it’s available upon request.
6. AB Tasty
AB Tasty is a multivariate testing and CRO platform with extensive customization support. It works with mobile apps, analytical tools, and sites and supports integration with content management systems. You can pick one of its existing templates for your marketing campaigns.
It offers funnel testing with multiple pages and two targeting options – standard and advanced. Along with its multivariate testing, AB Tasty provides you with a visual editor, feature management, AI-driven optimization, and third-party integration support.
Pros
- AI optimization
- User-friendly UI
- Unlimited experiments
- Wide range of integration support
- Dynamic widgets
- Easy to setup
- Extensive analytical tools
- A broad range of targeting options
- Great customer support
Cons
- No free trial
- Dashboards can be more user-friendly
- Insights can be a bit technical
- Tests and personalizations tend to collide
Reviews
According to Capterra:
Overall – 4.6/5
Ease of Use – 4.5/5
Quality of Support – 4.8/5
Pricing & Plans
AB Tasty offers a free trial. No fixed package is available, but their paid plan starts at $60,000 annually.
7. Adobe Target
Adobe Target is a powerful multivariate testing website and optimization tool for businesses and enterprises. It provides advanced features, including AI-powered personalization, omnichannel testing, server-side testing, and many more.
Since it’s a part of the Adobe Marketing Cloud, it easily integrates with other Adobe products, including Adobe Analytics and many more.
To make your CRO more effective, it comes with features like:
- Advanced Audience Segmentation: You can accurately target user segments and ensure them a highly personalized experience
- Comprehensive Analytics: You get insights into intricate analytics and reports to measure the performance and success of your campaigns and tests
- Robust Testing Capabilities: You can run multiple tests, including automated personalization, A/B testing, and multivariate testing, to meet your conversion goals
Pros
- Intuitive UI
- Offers real-time, intricate data reports
- Comprehensive customization tools
- Adobe Analytics integration
- AI-powered testing
Cons
- Slow optimization on large-scale projects
- Rather expensive
- Requires a high volume of traffic
- No trial
- Steep learning curve
Reviews
According to Capterra:
Overall – 4.2/5
Ease of Use – 4.0/5
Quality of Support – 3.7/5
Pricing & Plans
There is no free plan available for Adobe Target. The Enterprise plan is available upon request.
8. Convert Experiences
Convert Experiences is one of the best MVT testing tools. It offers both A/B and multivariate testing tools and is tailored for CRO professionals and agencies to optimize their digital products and websites.
To run a successful business, it’s crucial to convert as many visitors into clients as possible. You need insights into what your audience wants from you to achieve that. That’s where MVT comes in, offering valuable insights to optimize your site.
With Convert Experiences, you get top-notch A/B testing with excellent targeting, mature split testing with multipage and hybrid options, and full-stack experiments throughout various channels. You can easily increase user conversion by testing personalized content, product page layouts, pricing strategies, etc.
Also, Convert Experience is amazing for optimizing your mobile app features, customizing website content (according to user demographics, preferences, and behavior), and many more. The platform can experiment with all sorts of growth channels with feature flagging, server-side testing, and rollouts.
Pros
- Completely compliant with privacy policies
- Anti-flicker functions
- Variation levels
- Accurate reporting
- Flexible JavaScript insertion at project, experiment, and
- Custom JavaScript goal-triggering
- Unlimited tests
- Third-party integration support
Cons
- Barebones post segmentation
Reviews
According to Capterra:
Overall – 5/5
Ease of Use – 5/5
Quality of Support – 5/5
Pricing & Plans
Convert Experiences offers a free trial. Its Paid plan starts at $399 per month. It offers 4 paid plans, including Enterprise (Price available on request), Pro, Specialist, and Entry.
9. Qubit
Qubit is a robust AI-powered multivariate testing and personalization tool designed to help businesses gain valuable insights and offer users a tailored experience. It also offers tools for product recommendation, cart abandonment, and social proofs, making it great for e-commerce businesses. You get features like a b multivariate testing tools, precise segmentation, AI-powered analytics, and a tag manager for optimizing your conversion rates better.
Qubit uses AI-powered analytics to verify all the multivariate testing results and determine users’ false positive actions. For segmentation, it uses machine learning algorithms, which leads to greater personalization. Besides these, the tag manager helps simplify the integration process.
A great omnichannel personalization tool, in short.
Pros
- Great multivariate testing
- Comprehensive test results
- Incredible customer service
Cons
- Steep learning curve
- Lack of customization
Reviews
According to Capterra:
Overall – 4.5/5
Ease of Use – 4.5/5
Quality of Support – 4.1/5
Pricing & Plans
Qubit does not offer free plans and does not publicly share pricing details. However, its paid plan is available upon request.
10. SiteSpect
SiteSuspect is a server-side solution perfect for businesses looking to scale their testing. It provides a visual editor tool to help set up and optimize the testing process efficiently and effectively.
What makes it special is that it offers access to both the client and server sides, providing a comprehensive view of the whole customer experience and offering high performance for speed scaling.
It’s a feature-packed tool includes multivariate testing, audience targeting, A/B testing, abandoned cart, content analysis, account-based marketing, behavioral targeting, and campaign segmentation. All of these work together to optimize different elements of your website, increasing customer engagement and eventually converting them.
Other features equally contribute to boosting CRO. These include session tracking, segmentation, feature flags, automatic optimization, comprehensive release testing, smart traffic management, and a visual editor.
Pros
- Support for all markup languages
- Anti-flicker technology
- Non-intrusive testing
- Seamless integration with analytical tools
- Incredibly versatile
Cons
- Some technical knowledge is required
- The reporting interface is lackluster
- It can slow the site down
Reviews
According to Capterra:
Overall – 4.3/5
Ease of Use – 2.7/5
Quality of Support – 5/5
Pricing & Plans
SiteSpect offers a free trial, but no free plan is available. Their packages are Client Side, Server Side, Client & Server, and Enterprise. While you won’t find any pricing details on the site, the paid plan starts at $1/year.
11. Webtrends Optimize
Webtrends Optimize is an industry-specific platform comprising a suite of website optimization tools designed to enhance the user experience. It offers multivariate testing, A/B testing, and personalization options. It also offers valuable customer insights that help you make informed design decisions.
Webtrends Optimize offers unlimited A/B and multivariate testing, custom audience targeting, comprehensive interactive detailing, third-party integration, and a point-and-click visual editor.
Pros
- User-friendly UI
- Data-driven insights
- Straightforward reports
- Collaboration support
- Seamless integration with third-party tools like Google Analytics, HotJar, etc.
Cons
- Steep learning curve
- Expensive
Reviews
According to Capterra:
Overall – 5/5
Ease of Use – 5/5
Quality of Support – 5/5
Pricing & Plans
Webtrends Optimize doesn’t offer a free plan. It offers three packages – THE WORKS, DIY, and HYBRID. Although their prices aren’t disclosed on the website, you can always request the details.
12. Userpilot
UserPilot is an all-in-one platform that helps SaaS companies scale and grow their business by leveraging feature adoption, revenue growth, and user activation.
It’s best known for its incredible testing tools. Besides its multivariate testing tools, it offers the best A/B testing resources to determine how the audience receives a product before releasing it.
While this platform was mainly created to test adoption flows or product tours, it also helps increase feature adoption, user activation, and revenue growth. Thanks to its simple interface, you don’t need to be a pro coder to run or monitor tests. You can also pick among several testing options according to your requirement – multivariate, controlled, or head-to-head A/B testing.
Pros
- Various testing options
- Extensive UI patterns
- Interactive walkthroughs
- Real-time reporting
- Feedback collection
- Third-party integrations
- Event tracking
- No-code test builder,
Cons
- Lacks employee onboarding
- No free plan
- Lacks mobile compatibility
Reviews
According to Capterra:
Overall – 4.6/5
Ease of Use – 4.5/5
Quality of Support – 4.7/5
Pricing & Plans
Userpilot does not offer a free plan but a free trial. They offer three packages: STARTER, GROWTH, and ENTERPRISE (custom price). The paid (STARTER) plan starts at $249 per month.
13. Mutiny
Mutiny is a conversion rate optimization tool that is designed for B2B companies. It uses AI to provide a personalized website experience for users, aiming to generate more leads and increase sales.
Mutiny also offers Multivariate testing, audience targeting, AI-powered recommendations, and AI-powered test builders.
With AI web personalization helping you target a better audience, you can run tests across the targeted audience and easily convert them. Also, the AI test builder can help you develop creative multivariate test ideas. The platform’s AI-powered recommendation is great for analyzing your audience insights and recommends the perfect angle to personalize the converting strategy’s angle.
Pros
- Incredible at enhancing conversion rates
- Extensive customization
- Doesn’t require technical knowledge
- Detailed results
- Audience segmentation
Cons
- High price
- Steep learning curve
Reviews
According to Capterra:
Overall – 5/5
Ease of Use – 5/5
Quality of Support – 5/5
Pricing & Plans
No free plan is available. Mutiny has two package levels. The Startup package ($300/ month or $650/year) is for small and mid-sized companies. The Standard package ($1,500/month or $2,200/year) is mainly for larger businesses.
14. Leanplum
Leanplum is a mobile marketing and customer engagement platform that offers tools for optimizing user experiences through marketing campaigns. It offers robust multivariate testing, enabling companies to test their products.
This mobile marketing platform with automated workflows is your best friend for multichannel marketing campaigns. Integration with Twilio, Amplitifue, and Mixpanel ensures effortless data flow, leading to better campaign performance. Along with an A/B testing framework, you can combine live operations (LiveOps) and lifecycle marketing to effectively engage a larger audience and increase conversions.
Pros
- Intuitive UI
- Offers a vast range of tools
- Integration support
- Offers detailed analytics
Cons
- Expensive
- Steep learning curve
- Customer support isn’t the best
- Setting up takes a lot of time
Reviews
According to Capterra:
Overall – 4.1/5
Ease of Use – 3.6/5
Quality of Support – 4.6/5
Pricing & Plans
Leanplum doesn’t offer a free plan. There are no fixed packages available. But their custom-paid plan details are available upon request.
15. Omniconvert
Omniconvert is an e-commerce product testing and customer intelligence platform that helps businesses test and experiment with various product versions and choose the best version their customers will like.
If you want to optimize your landing page or website more, Omniconvert offers A/B testing, segmentation, on-page surveys, and personalization. It’s a feature-rich tool that also offers split URL testing, extensive customization options, advanced Bayesian analytics, Robus Visual, and a code editor.
Pros
- Simple test setups
- Audience segmentation and targeting
- Extensive 3rd party integration support
- Great customer support
Cons
- Steep learning curve
- Occasional bugs
- A bit on the expensive side
Reviews
According to Capterra:
Overall – 4.1/5
Ease of Use – 3.8/5
Quality of Support – 4.2/5
Pricing & Plans
Omniconvert doesn’t offer a free plan. The paid plan starts at $299 per month. The paid packages are EXPLORE, PULSE (it has 3 more categories), and REVEAL.
What Is Multivariate Testing?
Multivariate testing is a type of A/B testing that experiments with several variations of elements on an app or webpage simultaneously to figure out which version produces the best results.
This technique involves running tests on all possible combinations of multiple variables running on the site at the same time. From that, you can see which combination works out the most and affects your conversion rates.
A great example of Multivariate testing is testing out various combinations of copy and color for a CTA on a webpage. Rather than doing one split test at a time, you run several instances of tests at the same time, speeding up your workflow and boosting your productivity.
Multivariate testing VS A/B testing
Multivariate testing and A/B testing are equally important for optimization. While they serve a very similar purpose, they adopt different testing approaches. Here are a few things that set them apart:
Aspect/Type | A/B Testing | Multivariate Testing (MVT) |
Number of Variations | Compares two versions of a single element. | Tests several variations of multiple elements simultaneously. |
Traffic Requirements | Requires less traffic for valid results. | Requires significantly more traffic to achieve statistical significance. |
Complexity | Simpler to set up and analyze. | More complex due to the wide range of variations and interactions involved. |
Insights | Provides surface-level insights on which version performs better. | Offers deeper insights into the impact of individual elements and their combinations. |
You can get a much better idea about this from what Adam Hempenstall, Founder and CEO of Better Proposals, says:
The key difference is that multivariate testing shows you many different elements at once, while A/B testing is great for testing a single page element and its performance. In my experience, multivariate is great when you have two completely different pages for the same offer and want to see which concept works better.
On the other hand, if you know the offer is great, A/B testing is great for tweaking it—finding the best order of elements, the best CTA, UI, and UX, and so on.
What Are Multivariate Testing Tools?
Multivariate testing tools are software that allows businesses to test multiple elements on a webpage or digital products simultaneously, helping identify the most effective combinations.
It helps evaluate multiple elements at once, distribute traffic among variations, and assess the significance of results through statistical analysis. These tools often come with user-friendly interfaces for easy setup – even for people with non-technical knowledge – and can integrate with other analytics tools for deeper insights.
When To Use Multivariate Testing?
You must ask yourself a few questions to determine if you need multivariate testing. The most important question is whether you want to test several combinations of your website’s components all at once. Starting out with A/B testing can give you an idea of what your workflow requires.
MVT is required when you need to combine multiple interactive elements on your landing pages or websites, such as CTAs, images, layouts, and headlines, to determine the best combination for increasing conversion rates.
You can also use it to gather insights into understanding your users in more detail and how certain elements affect their behavior, engagement, or conversion rate.
How To Conduct Multivariate Testing?
Conducting multivariate tests requires careful planning to execute efficiently. Here’s a brief walkthrough to help you get started:
1. Assess MVT approach
This is the planning stage; this is where you establish your conversion objectives, the audiences you will use as test traffic, the website or flow you will test, the time and duration of the experiment, and the significance of the test result.
2. Outline variations for testing
Consider the number of combinations of variations produced based on your testing experience. Based on your daily traffic, testing 6 combinations would be ideal, but don’t go for more than 10. Select the design based on insights from analytics. Common variables for testing include CTAs, images, headings, etc. Make sure to create multiple versions of every variable.
3. Set up your MVT environment
Choose your preferred multivariate testing tool and set it up to run your multivariate experiments. Make sure your traffic is evenly distributed between every variation while you set up the platform, as this will help provide accurate statistics.
4. Run and analyze tests
After running tests, you’ll find the report on your testing environment’s reporting dashboard. Most tools offer detailed reporting with calculated probabilities of which version might perform best based on visitor insights. You can use t-tests or chi-tests to validate your findings.
Wrapping Up
Multivariate testing is essential to maximizing user engagement and achieving a successful conversion rate. Integrating MVT into your workflow will save you time and money in the long run.
If you have been looking for the best a/b testing software and a one-stop solution for all your a/b multivariate testing needs, we recommend UXtweak. With its easily navigable interface, robust testing features, and detailed analytic reports, it’s the only tool you’ll need for reliable multivariate tests.
