Multi-Variation Testing

Test several variations against the original in one experiment instead of one idea at a time. Add as many variations as you need and decide yourself how much traffic each one gets.

Try this feature for free Read the documentation

What you can do with it

Test multiple ideas in one experiment

Put different headlines, layouts or offers into one experiment and measure every variation against the same original.

Set the traffic split yourself

Give each variation its own share in whole percent. Whatever you leave unassigned goes to the original.

Add variations without exposing them

A duplicated variation starts at 0 % traffic, so you can add one to a running experiment before any visitor sees it.

How it works

Create an experiment with its first variation as usual, then extend it in the dashboard:

Add a variation

Click “Add new variation”. The new variation starts as a copy of the original. Open it with “Edit” and build your change, or duplicate an existing variation as a starting point.

Distribute the traffic

Original and Variation 1 start at 50 % each, added variations at 0 %. Set whole-number percentages for each one; the total cannot exceed 100 %.

Launch experiment and find winner

Open any variation with “Preview” and share the link with colleagues. Once the experiment runs, evaluate it like a classic A/B test in the exploratory reports of Google Analytics.

Full guide in the documentation →

Traffic distribution being edited in the Varify dashboard: Original 34 %, Variation 1 and Variation 2 33 % each

See your results right in Varify

One report per experiment, with improvement, confidence and significance for every goal.

Goals from GA4, BigQuery, Shopify or Varify Realtime Tracking
AI Results Summary
Filter by date, device and segment
Share by link or export as CSV

Varify result report with the goals Conversions and Revenue: Variation 1 improves conversions by 9.49 % at 99.04 % confidence, marked significant, and revenue by 9.73 % at 94.28 %, not yet significant

AvailabilityGrowthProEnterprise

Multiple variations per experiment (unlimited) ✓ ✓ ✓

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Frequently asked questions

How do the variations relate to each other?

Each variation is a separate version of the page that you edit on its own in the editor. Varify distributes the traffic between the original and the variations by the percentages you set.

What happens to traffic I don't assign?

The part of 100 % that is not assigned goes to the original automatically. A variation set to 0 % is not delivered to visitors.

How do I test a single variation before launch?

Start QA mode (recommended): the experiment is not tracked and normal visitors do not see it. You can also share a variation's preview link or check it with the Chrome extension. The quality assurance guide walks you through it.

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