We solemnly promise that each bit of content you read here
is thoughtfully curated or crafted by a human, for a human. We spend hundreds of hours every month speaking to experts with decades of experience. Our blogs are more a journalistic report on the state of experimentation than a single perspective article. Enjoy!
Picture this: A team runs a textbook A/B test. The set up is clean and they don’t peek. Instead, they wait for significance and it never comes, so they call it a loss, ship the control, and move on. What they never realize is that the variation was better all...
Why does an Indian D2C founder still reach for an expensive global tool by default? Usually, because no one told them four of the best A/B testing tools were built by Indian founders, in rupees, for mobile-first traffic. This guide starts there, then covers the global platforms used widely in...
Look up experimentation in tourism, and you'll find tons of case studies from companies like Booking, Expedia, and Airbnb. These companies run thousands of tests a year on their own platforms, and Booking alone keeps over 1,000 experiments running at any given moment. That paints experimentation as a normal part...
When you run A/B tests, you most likely have your tool firing its script in one place and Google Analytics firing in another. Very rarely do both tools agree on how many people saw your test. This disagreement usually reads as a small, annoying thing you learn to ignore. Until...
This is team Convert’s take on what the shift means. Disclaimer: Convert Experiences is an A/B testing and 1:1 personalization platform that’s been in the experimentation space for 16 years. 5th May 2026, the Official Release Drops Amplitude’s Spencer Skates broke the internet with the declaration. Amplitude is entering into...
If you’ve run experiments before, you’ve probably encountered situations where an A/B test isn’t the right technique. Not because the hypothesis is wrong, but because the change you want to test is too big to build inside an editor. In cases like this, split URL testing (or redirect testing) can...
