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Post-purchase multivariate testing

Multivariate testing lets you test multiple offer variables at once - like discounts, timers, shipping, and quantity - to find the best-performing combination. You define the variables and select the options you want to test, and Aftersell combines them into all possible layout combinations for testing. It’s one of the most powerful ways to optimize your post-purchase upsell strategy.
In multivariate testing, you define individual variables and their options, and Aftersell combines them into all possible layout combinations for testing. If you want to configure complete layouts individually and test them against each other (up to 5 layouts), use Post-Purchase A/B Testing instead.
Multivariate testing is only available for post-purchase upsells. Multivariate testing for Thank You page offers is not currently available. For checkout widget testing, see Checkout A/B Testing.

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1. Define your goal

Before setting up your multivariate test, take a moment to define what success looks like for your store. Setting a clear objective helps you choose the right variables to test and measure what truly matters. Some popular goals include:
  • Increasing conversion rates on upsell offers
  • Boosting average order value (AOV)
  • Identifying the most effective product or incentive
Need inspiration? Check out our Best Practices article for ideas that drive real results.

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2. Create your test pages

In addition to your variables, a multivariate test lets you add up to 5 offer pages (your base offer plus up to 4 more), each of which can have its own product, layout, or content. Variables you configure in the next step apply across all pages and override matching settings on individual pages.

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3. Choose the variables to test

Choose from four available variables that could affect buyer behavior:
  • Discounts: Percentage vs. fixed dollar vs. no discount
  • Timer: Different countdown durations, e.g. 5 min vs. 15 min
  • Shipping: Free vs. flat-rate
  • Quantity: Different default quantities
Too many variables means harder analysis. Keep it focused.

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4. Create your variations

Set up options for each variable. For example:
  • Discounts: 10%, 20%, 30%
  • Timer: 5, 10, or 15 minutes
  • Shipping: Free vs. flat-rate
Aftersell combines your pages and selected variable options into all possible layout combinations for testing. The total number of layouts is your number of pages multiplied by the number of options for each active variable — for example, 2 pages with a 3-option discount variable and a 2-option timer variable produce 2 × 3 × 2 = 12 layouts.

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5. Set up your multivariate test

  1. Open the Aftersell Dashboard
  2. Go to Post-Purchase Funnels
  3. Create a new funnel or open an existing one
  4. Click Create test and select Multivariate Test
  5. Add your pages and select your desired variables and options
  6. Click Start test
Each combination is automatically labeled as Layout A, Layout B, and so on for easy reference in your analytics.
Be sure to press Enter after typing in each variable to save it properly.

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How traffic is split

Traffic is automatically distributed evenly across all layouts generated by the test. There is no way to manually adjust the traffic percentage for each layout. For example, if your pages and variable combinations produce 4 layouts, each layout will receive approximately 25% of traffic. There is no option to set custom percentages (for example, you cannot set Layout A to 80% and Layout B to 20%).

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6. Review the results

Once your test has been running for a sufficient amount of time, ideally 2-4 weeks, you’ll have enough data to make informed decisions. Shorter test durations may not yield statistically reliable insights, especially if traffic is low. To view your results, go to the Tests tab in your Aftersell Analytics dashboard. For a complete breakdown of all Tests tab metrics, including group-level analytics, Performance by Variable, the All Groups table, and how to select a test, see Post-Purchase Analytics.
Your test will show the impressions needed to be statistically viable, helping you know when the data is ready to act on. Look for consistent performance across multiple metrics, not just a spike in one area.

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7. Apply the winning variation

Once a winner emerges:
  1. Apply that variation across your funnel
  2. Monitor performance to ensure it continues delivering strong results
  3. Consider testing again with a new set of variables

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Limitations

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Multivariate testing is within a single funnel only

Multivariate testing runs within the same funnel. You cannot run a multivariate test across multiple funnels.

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Multivariate testing is for post-purchase (one-click) upsells only

Multivariate testing is not currently available for Thank You page offers. It is only supported for post-purchase upsell funnels.

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Custom traffic percentages are not supported

Traffic is always split evenly across all layouts generated by the test. There is no option to assign custom percentages to individual layouts.

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Multivariate test vs. A/B test

Not sure which testing method to use? Use Multivariate Testing when:
  • You want to test multiple variables simultaneously and find the best combination
  • You have high traffic levels
  • You want to define variables and have Aftersell combine them into layout combinations for testing
Use A/B Testing when:
  • You want to compare complete offer configurations
  • You have moderate traffic levels
  • You want clear, straightforward results

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Best practices

  • Start simple: Don’t overload with too many variables
  • Be patient: Let tests run long enough to collect data (minimum 2-4 weeks)
  • Keep testing: Use winners to inspire your next round of tests

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Need help?

If you have questions about setting up or analyzing your multivariate tests, chat with our support team using the live chat at the bottom right of the app.