"Run a multivariate test to find the winning combo." [DEPENDS]

"Run a multivariate test to find the winning combo." [DEPENDS]

MVT sounds smarter than A/B because it tests headline × image × button at once. The myth spread from enterprise case studies where traffic was effectively unlimited.

The math nobody mentions: four elements at two variants each is sixteen combinations. To reach significance per cell you need roughly sixteen times the traffic of a clean A/B. Most pages here do 4,000 visits a month. You'd be dead before a cell converged.

The truth: MVT answers "which elements interact," A/B answers "which version wins." If you have under ~100k monthly sessions on the page, you almost never want the first question.

The skipped nuance: run sequential A/Bs on the highest-leverage element first (usually the offer, not the button color). You'll learn faster and your interactions are mostly imaginary anyway.