In this type of testing, multiple elements are tested on the website simultaneously instead of a single item at a time. Conventionally, a server is configured to display the various versions of your website to visitor traffic in real-time. The only thing to consider as you select the number of variations you’d like to test is your ability to accurately interpret the results you’re requesting.
After a period of time, the retailer is able to view statistics of each configuration to decide the most successful in terms of conversions. This type of test is usually run once, periodically or continuously. As the visitors evolve, it is needed more often to ensure the configuration is still the best converting option.