Multivariate testing rotates HTML page elements to determine what combination creates
the most effective page display. It is best used to determine what content or creative
changes result in the greatest number of conversions.
From the navigation menu, click Laboratory.
Click New Project.
Enter a name, description, and select Multivariate as
the project type. Click Next.
Click Browse and select a project page that you added
earlier. Or, click New and add a new page for this
Note: A page can be used by one project at a time.
Determine the percentage of page traffic (Traffic Throttling) to be presented
with testing or targeting content. Any remaining traffic is presented with
default content. It is often useful to lower throttling on high traffic pages in
order to limit consumption of Optimize Events. To change the current value,
click the percentage and enter or select a new number. 0.1 is the minimum. Traffic throttling can be
changed at any time.
Note: By default, Optimize reevaluates returning visitors to the test or target
page as new visitors and uses the current throttling percentage to
determines what type of content to present. To present returning visitors
with the same content they viewed in previous visits, clear the
Reset project throttling cookie check box.
(optional) Click Project Alias and change the generated
The project alias is used to uniquely identify a project. For coding purposes,
it is assigned to a project before you select a project page; however, you can
change the alias here.
Add one factor for each HTML element that you want to test.
Click New Factor and enter a factor name and
description. Enter a friendly factor name as it will appear in your test
Enter the element ID that identifies the factor on the test page. The
element ID must match the ID of the HTML element in the web page you
want to test. The ID must be unique within the test, begin with a letter
(A-Za-z) and may be followed by any number of letters, digits (0-9),
hyphens "-", underscores "_", colons ":", and periods ".".
Select Script Only (Advanced) if the factor will be comprised of
Select the mathematical method you want to use to present experiments to page
Note: Testing methodology only applies to multivariate project types with three or
- Fractional Factorial displays a subset of all
factor combinations (experiments). This method uses predictive analytics to
provide results faster than full factorial tests.
- Full Factorial displays all possible factor
combinations (experiments) and can take longer than the fractional
Click Add a Conversion Event and select the type of conversion event you want
to associate with this project. There are four event types: On Page
Load, On Click, Time On
Page, and Custom.
Enter an event name and description for the conversion. You can also change the
conversion event ID.
Click Browse and select an Optimize test page that you
added earlier. Or, click New and add a new test page for
For On Click events:
Enter the element ID that identifies the HTML element that will trigger
a conversion when clicked by a visitor. The element ID must match the ID
of the HTML element in the web page you want to test.
(optional) Click + to add another element ID.
When you add multiple HTML elements, each one counts toward the
conversion event when clicked. Click - to remove
an element from the conversion event.
For Time On Page events:
Enter the minimum visit time duration, in seconds, that must be
exceeded in order to trigger the conversion event.
For Custom events:
Enter the script event name that will trigger the conversion event. All
browser events are also allowed.
Enter the element ID of the HTML element that will trigger a conversion
when clicked by a visitor.
(optional) Click the + button to add another
script event and element ID pair to the conversion event. You add
multiple script event/element pairs when you need more than one type of
script event to suit different HTML elements. A conversion is recorded
each time a script event is triggered by the visitor and counts toward
the conversion event. Click - to remove a script
event/element pair from the conversion event.