4. Use Multivariate Tests to Examine Landing Page Versions

Google Optimize recommends that you only test one element per page. This will allow you to pinpoint exactly what changes are improving your conversion rate. You can use it to run multivariate tests.

Split testing allows you to test multiple versions of the page at once to determine which one converts best.

In standard A/B testing, you might decide whether your CTA performs better when it says "Start Now" or "Start Today". You could also test these two text variants in a multivariate experiment. However, you might also test a few other colors and change the banner at the top.

Google Optimize runs each combination of the multiple tests you have to determine which one works best.