🧬 Multivariate Test VEC + Full Factorial

Test combinations of page elements simultaneously to discover which combination produces the best result — without testing every element in isolation.

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What is a Multivariate Test (MVT)?

A Multivariate Test identifies which combination of variations across multiple page elements produces the best outcome. Rather than testing one change at a time, MVT evaluates all combinations simultaneously, revealing both main effects and interaction effects between elements.

When to Use

  • You want to optimize multiple page elements at once
  • You suspect element interactions may matter
  • You have enough traffic for factorial combinations
  • Landing page or hero section optimization

Key Characteristics

  • Full-factorial or partial-factorial design
  • Measures element contribution (importance)
  • Finds optimal combination of elements
  • Requires higher traffic than A/B tests

How It Works

1
Identify elements to test
2
Create variations per element
3
System generates all combos
4
Traffic split across combos
5
Analyze contribution & winner

📐 Experience Composers

Adobe Target uses the VEC to define element variations for MVT — each element location and its variations are configured visually. Form-Based can be used for non-visual element testing.

🎨 Visual Experience Composer (VEC)

  • WYSIWYG editor — define element locations & variations visually
  • Target identifies elements via CSS selectors
  • Uses renderDecisions: true
  • SDK auto-applies the assigned combination
  • Each visitor sees a factorial combination
  • Best for: visual element combination testing

📝 Form-Based Experience Composer

  • Non-visual — deliver content variations to named locations
  • Uses custom decisionScopes
  • Propositions fetched & manually rendered
  • Full control over rendering logic
  • Supports HTML, JSON, redirect offers
  • Best for: headless, email, kiosks, SPAs
// VEC: auto-apply factorial combination
alloy("sendEvent", {
  renderDecisions: true // SDK applies assigned combination automatically
});

🎨 VEC Demo — Testable Hero Elements

The hero section below contains elements targetable via the Visual Experience Composer. In an MVT activity, each element (headline, image, CTA) gets multiple variations and visitors see factorial combinations automatically.

Waiting for VEC propositions…
Multivariate Optimized

Find the Winning Combination

Test headlines, images, and CTAs simultaneously. Full factorial design reveals the optimal combination and element contributions.

Test Now →
#vec-hero-mvt #vec-headline-mvt #vec-subtitle-mvt #vec-cta-mvt

💡 Create an MVT activity in Adobe Target using the VEC. Click each element location (headline, image, CTA), add variations, and Target generates all factorial combinations. Auto-applied via renderDecisions: true.

📝 Form-Based Simulation — Element Combination Testing

Select variations for each element to build a combination, then run the test to see simulated conversion rates for all possible combinations. The test reveals which elements have the most impact and which combo wins.

▶ Page Elements & Variations

📝 Headline

🖼️ Hero Image

🔘 CTA Button

Current Combination
Headline A × Image A × CTA A
3 × 3 × 3 = 27 total combinations

▶ Live Preview

Summer Sale — Up to 50% Off
Explore our curated collection
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Total Visitors
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Best Combo
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Best CVR
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Lift vs Control
Select element variations and run the MVT simulation…