You want your A/B test to be conclusive -- you’re investing TIME in it, so you want a clear and ACTIONABLE answer! The problem with testing multiple variables at once is you aren’t able to accurately determine which of the variables made the difference. So while you can say ONE page performed better than the other, if there are three or four variables on each, you can’t be certain as to why or if one of those variables is actually a detriment to the page, nor can you replicate the GOOD ELEMENTS on other pages.

You want your A/B test to be conclusive -- you’re investing time in it, so you want a clear and actionable answer! The problem with testing multiple variables at once is you aren’t able to accurately determine which of the variables made the difference. So while you can say one page performed better than the other, if there are three or four variables on each, you can’t be certain as to why or if one of those variables is actually a detriment to the page, nor can you replicate the good elements on other pages.