B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
33%
33% -- sample size increase per additional test version for A/B and multivariate tests (2026)
Each additional version added to a test increases total visitors needed by about 33%.
- Approximate figure ('about 33%')
- Based on Analytics-Toolkit's sample size modeling
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
33%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Analytics-Toolkit
Primary
Tier B
https://kirro.io/ab-testing-vs-multivariate-testing ↗
Source Article
Multivariate testing vs A/B testing: a real comparison
A/B testing. Change one thing, pick the winner. Multivariate testing (MVT). Change several things at once, find the best combination. That’s the quick answer.
But the real question isn’t “what’s the difference?” It’s “which one should I actually use?”
For most businesses, the answer is simpler than …
Original Research
Analytics-Toolkit
· Original study ↗
Methodology
Analytics-Toolkit sample size research
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
A/B and multivariate tests: 33% sample size increase per additional test version. Source: Analytics-Toolkit (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/sample-size-increase-per-version
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<blockquote cite="https://lighthousedata.io/data/sample-size-increase-per-version" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>33%</strong> -- sample size increase per additional test version for A/B and multivariate tests<br><small>Source: Analytics-Toolkit (2026) · <a href="https://lighthousedata.io/data/sample-size-increase-per-version" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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