miji.beMultivariate testing (MVT) is an experimental method that tests combinations of multiple elements on a web page (headlines, images, CTA button color / wording, layout, and so on) at the same time and statistically identifies the optimal combination that maximizes the conversion rate. Whereas A/B testing compares one variable, multivariate testing can evaluate the interactions among multiple variables.
In connection with short URL marketing, a common method is to assign a unique short URL to each of the different landing page variations and measure conversions by traffic source. By linking the click data of each short URL with the results of the landing page, you can analyze in multiple dimensions "which page layout is most effective for traffic from which channel."
One point to note in experimental design is that sufficient traffic volume is needed, because the number of variable combinations increases exponentially. In the case of 3 elements x 3 variations = 27 patterns, a sample size that ensures statistical significance for each pattern is required. When traffic is insufficient, an effective method is to reduce the number of combinations with a fractional factorial design using the Taguchi method (orthogonal arrays).
Tools that support multivariate testing include VWO, Optimizely, and Adobe Target (as of August 2026). Google Optimize and Optimize 360, which were once widely used, were discontinued on September 30, 2023. By connecting them with the analytics dashboard of a URL shortener, end-to-end optimization from click to conversion becomes possible.