Which statement about A/B and multivariate testing is true?

• A. A/B tests and multivariate tests test the same thing.
• B. Multivariate tests test only one element at a time.
• C. Multivariate tests test two or more elements simultaneously to find the best combination.
• D. A/B tests require no control group.

Answer: (C)

In experimentation for digital experiences, the important idea is how many elements you vary at once. A/B testing compares two versions of a single element to see which performs better. Multivariate testing, however, changes two or more elements at the same time and looks at the different combinations to find the best overall mix.

This is why the statement about multivariate tests being able to test two or more elements simultaneously to find the best combination is true. It captures the essence of multivariate testing: exploring how multiple factors interact and which specific combination yields the best results.

The others don’t fit because A/B tests and multivariate tests aren’t testing the same thing—A/B isolates a single element to compare two versions, whereas multivariate examines multiple elements together. Saying multivariate tests single out one element at a time is the opposite of what they do. And A/B tests do rely on a control baseline to compare against the variation, so claiming there’s no control group isn’t accurate.