A/B testing compares complete experiences, while multivariate testing estimates the effect of several element combinations. Most Shopify teams should start with A/B tests because they need less traffic and are easier to interpret.
A/B tests compare experiences
A control and variant can differ in one element or in several coordinated edits that express one idea. The result tells you which complete experience performed better for the chosen outcome.
Multivariate tests compare combinations
A multivariate design might combine two headlines, two images, and two calls to action. Those choices create eight combinations, so each combination receives only a fraction of the eligible traffic.
Traffic changes the choice
More combinations require more observations before the estimates become useful. Stores with moderate traffic usually gain faster decisions from a sequence of focused A/B tests.
Match the method to the decision
Use an A/B test when the question is whether to ship a complete change. Consider a multivariate test only when interactions between elements matter and the store has enough traffic for every planned combination.
Run the test in Shopify
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