Systems and methods are directed to providing multilevel chained testing. A modeling manager receives a request for data associated with an experience having multiple levels of testing, whereby each lower level of testing has a set of one or more variants chained to a variant of a higher level. Based on the request, the model manager determines which variant of the multiple levels of testing to provide to a user. The determining comprises detecting a lowest segment the user is a member of, whereby each segment level corresponds to a level of testing, and selecting a variant from a corresponding set of one or more variants of the lowest sub-segment, a chained variant of a parent segment, or a control value. The modeling manager transmits a response to an experience component that includes the selected variant, and the experience component causes presentation of the experience with the selected variant.