Which A/B Testing Tool Should You Choose?

Updated 11th November 2016 with the latest artificial intelligence (AI) software from Sentient to undertake complex multivariate testing. A/B and multivariate testing tools are essential for digital marketers as they enable you to deliver and measure the relative performance of different user experiences through robust online controlled experiments. Increasingly they also allow you to personalise your customer experience and allow you to discover new customer segments based upon behaviour rather than just demographics. A/B testing allows you to run an online controlled experiment to measure the difference in performance between an existing webpage (e.g. A/B testing tools randomly select visitors for each design and uses robust statistical analysis to measure the performance between the control and the variant. If there is a statistical difference between the two experiences we can say with a high degree of confidence (normally 99%) that it is down to the design and not other factors (e.g.