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A/B Testing Tools Advance For Better Results in Experiments

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Tools for A/B testing are getting better, so you can get more out of your experiments.

Readers, buckle up! Let’s launch through the evolution of the A/B testing tool. You might be thinking, “Really, that’s exciting?” However, this journey is a wild one that has accelerated thanks to technological advancements and a growing understanding of the value of making decisions based on data. If you’re looking for a new tool or trying to grow your experimentation program, this is for you.

In a 2019 Nasdaq interview about Optimizely, I talked about how the industry was already changing because of the growing amount of data and better ways to integrate it. There are always new mergers and software retirements in the world of marketing and data tools. Google Optimize will stop working completely in September; Dynamic Yield was bought by Mastercard; and Oracle Maxymiser will stop working on May 31, 2024, according to a recent email to its customer base. These are recent examples of how the industry of website and mobile app experimentation is changing. Many A/B testing tools are adding new features, while others are trying to keep up with the competitive landscape. When these old systems are taken off the market, it opens the door for new technologies to come in and fill the gap. Many companies are also choosing a new A/B testing tool at this time.

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It’s a great time for tools that let you explore and customize, and there’s a lot to think about when you’re looking for A/B testing tools. Some of the most important parts of popular experimentation software are as follows:

  1. Easy to use and adaptable:

    There was a time when using A/B testing tools was like trying to figure out a strange language. Today’s A/B testing software is as easy to use as it gets and is eager to help you improve your website. You don’t need a degree in tech magic! You should also think about how flexible the tool is for making your tests. For example, do the a/b testing tools work well with single-page apps, mobile apps, or complicated website frameworks?

  2. Use data to your advantage:

    Modern A/B testing tools are all about integrating and creating experiences with everything from web analytics (Google, Adobe) to CRM systems (Salesforce, Hubspot). This means that you can test on different systems and get more information than ever before. This also takes into account the fact that A/B testing tools have become more secure as privacy laws like GDPR and CCPA have become more common. They make sure that all user data is handled safely and with care, just like a reliable friend.

  3. Real-Time Insights:

    A/B testing tools now have integrations for real-time data and segmentation, so personalization is more targeted. They let your digital marketing team customize their content, style, and strategy, which increases engagement, improves conversion rates, and makes the user experience more enjoyable. This, along with AI and machine learning, makes it possible to automatically make decisions based on data and predict what will happen. You can even change the way traffic is split to automatically drive more traffic to your best-performing personalization campaign.

In conclusion, A/B testing tools have come a long way from their simple start to where they are now: data-hungry, user-friendly powerhouses. These improvements are making it possible to create experiences that are smarter and better. So, the next time you consider an A/B testing tool, check to see if it has the most recent features and functions. As technology moves more toward AI and automation, it will keep getting better and better. You need to choose software that is the best in its class and will change as business needs change.

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Alex Harris, Conversion Optimization Director

Optimizely MVP/SME for Strategic Experimentation. Alex Harris, Conversion Optimization Director, Perficient.

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