For Multivariate Testing, how many users per variant are generally recommended to achieve statistically significant results?

For multivariate testing, achieving statistically significant results typically requires a substantial number of users per variant to ensure that the findings are reliable and can be generalized to the broader population. The recommended figure of around 15,000 users per variant strikes a balance between gathering enough data to account for variability and achieving statistical power.

Having approximately 15,000 users allows for a robust analysis of the different variants, reducing the margin of error and enhancing the confidence in detecting true effects among the variations being tested. It ensures that any differences observed are less likely to be due to randomness and more likely to indicate real performance differences, which is essential in making informed decisions based on the test results.

While smaller user numbers can yield insights, they may not provide the level of confidence necessary for effective decision-making in multivariate testing, particularly when multiple variables are being assessed simultaneously. Therefore, targeting around 15,000 users per variant is a practical recommendation for marketers looking to utilize multivariate testing effectively.