What are the challenges of running MVT?

Multivariate testing presents several significant challenges:

Sample size requirements grow exponentially. Testing 3 variables with 2 options each creates 8 combinations, each needing adequate traffic for significance.

Test duration extends substantially. Splitting audiences across many combinations means each variant receives fewer recipients, slowing time to significance.

Analysis complexity requires statistical sophistication to properly interpret interaction effects and avoid false conclusions.

Actionability confusion when results show optimal combinations but do not clearly explain why certain pairings work.

Resource demands for creating multiple content variations and managing more complex test configurations.

MVT's power comes with proportional complexity. Teams without statistical expertise or sufficient audience size often generate misleading results that feel scientific but are not.