A multivariate web page testing system includes a content retrieval module configured to receive a web page request from a visitor's browser and determine corresponding HTML content corresponding to the web page in the web page request. The multivariate web page testing system further includes a content determination module configured to determine if the corresponding HTML content conforms to a preset standard. An adapter is configured to convert the corresponding HTML content to conform to the preset standard if the corresponding HTML content does not conform to the preset standard. The multivariate web page testing system further includes an experimental treatment determination module configured to determine an experimental treatment for the corresponding HTML content and an experimental treatment application module configured to apply the treatment to the corresponding HTML content to create orthogonally transformed HTML content. The orthogonally transformed HTML content is operable to be transmitted to the visitor's browser.