Based in Nigeria, Althea is a B2B SaaS writer who’s worked with top companies like HubSpot, Thinkific, and Zapier to create content that informs and converts. She has a knack for making complex tech feel simple, useful, and genuinely engaging. When she’s not producing top-notch content, you’ll find her deeply engrossed in a thriller novel or painting.
What is test duration? Test duration is the amount of time you run an A/B test from start to finish, from the moment traffic starts splitting to when you call a winner (or stop the test). Test duration is important in experimentation because it's the acid test of whether a...
In 2026, easy access to experimentation tools has lowered the barrier to running A/B tests. Execution is now really cheap, and AI can now generate ideas, build variants, write code, and summarize results in seconds. The competitive edge comes from rigor, transparency, disciplined decision-making, and building a process your team...
The A/B testing and experimentation space looks very different today than it did 5–10 years ago. Private equity firms are consolidating independent tools, tech giants are acquiring experimentation infrastructure outright, and AI is transforming what it means to "run an experiment." This article explores the major acquisitions, mergers, and sunsets...
Key takeaways Personalization doesn’t mean the same thing for every team. Lean B2B teams typically personalize using known data and defined audiences, while enterprise teams often optimize at scale using large datasets and long learning cycles. Lean B2B teams need personalization tools that are fast to deploy and easy to...
A/B testing tools can get complex, and when you’re running live experiments, you need a support team that can help you figure things out quickly, whether that’s resolving an issue, clarifying a setup, or troubleshooting an unexpected result. Unfortunately, many A/B testing tools on the market fall short. Instead of...
If you're serious about Conversion Rate Optimization, you already know the biggest bottlenecks: slow test cycles, messy data, and guessing what will actually move the needle. That’s where AI can be a game-changer. In this article, we’ve handpicked 20 AI-native tools built to tackle specific CRO challenges, whether it’s generating...
