An advanced testing method where multiple variants (such as pricing, layout, and messaging) are tested simultaneously to identify the most effective combination. Multivariate testing is useful when optimizing complex paywalls, onboarding flows, or value propositions. Multi-variate testing usually makes more sense for larger apps since they have more data and can run these tests over a reasonable time frame. If you are smaller, typically starting with A/B testing with only two variants, or a control, and a new variant will lead to more reliable results.
