Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

When You Can Test Multiple Variables (Multivariate Testing Explained)

28 May 2026 · 1 min

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In this brief dialogue, Jimmy Kim asks whether it’s possible to test multiple variables simultaneously. Speaker B confirms that multivariate testing is indeed possible but emphasizes that it requires a large amount of traffic to reliably evaluate every combination of variables with statistical significance. Because most brands lack sufficient visitor volume, they typically resort to testing one variable at a time. The conversation highlights the advanced nature of multivariate testing, the need for high traffic, and the practical limitation that most organizations face.

Is there ever a time you think you can test multi-variables at once, like multiple variables?
Look, I want to say no because the general population isn't going to need this, but the actual answer is yes. However, it is quite advanced and it's called multivariate testing. So essentially a lot of traffic to do this properly.
Like how much traffic?
Yeah, hard to put like a specific number on it, but you're going to need enough volume to be able to test every single combination of variables and still have a significance that you trust. Right. And unfortunately, most brands just don't have this.
Yeah, I agree. I think most branches stick to one variable at a time.
Yeah, it's way easier, way simpler anyways.