Multivariate Testing of webpage

Today I grasped the concept of MVT - multi-variate testing. It can even test specific elements on a webpage - down to a title or a masthead image. By creating a control group, and a test version, and with the right tool, one can deliver these 2 version to a 50-50 split of web audience who request for the page. And tracking can be done to look at the metrics gathered on the page - page visit, abandonment rate/exit rate, time spent, journey, etc.

Designing the test is an art/ skill in itself I feel. And there are expert who can do that to help optimize the website. however I think the gap of MVT skill set and the profound understanding of the site objective/design is still quite large, hence the progress of MVT in this area may not go far.

And MVT is considered very surgical in execute which is quite expensive to do and at the same time, the results are often not revenue-related. So I believe MVT will not go far in this industry.