Multivariate testing is usually employed in order to ascertain which content or creative variation produces the best improvement in the defined goals of a website, whether that be user registrations or successful completion of a checkout process (that is, conversion rate).
[4] By setting up the server to display the different variations of content in equal proportions to incoming visitors, one can carry out testing on a dynamically generated website.
Multivariate testing essentially enables website visitors to express their preferences and determine which content is most likely to lead them towards a specific goal through their clicks.
Multivariate testing is currently an area of high growth in internet marketing as it helps website owners to ensure that they are getting the most from the visitors arriving at their site.
By establishing a DNS-proxy or hosting within a website's own datacenter, it is possible to intercept and process all web traffic to and from the site undergoing testing, insert variants and monitor visitor response.
In this case, all logic sits on the server rather than browser-side, and after initial DNS changes are made, no further technical involvement is required from the website point of view.