What is multivariate testing on Shopify?

Depending on your business objectives and the hypothesis you want to test, you can choose from various metrics like conversion rate, bounce rate, click-through rate, abandonment rate, retention rate, average session duration, average order value, etc on Shopify. For example, if you want to know how much money does your customer shell out on a purchase through your e-commerce pages, the best metric to track would be Average Order Value. Fibr's Free Hypothesis Generator is a good place to start.