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!
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...
If you're running A/B tests in 2026, you're part of a pretty exclusive club. Less than 0.2% of all websites even experiment at all. But among the sites that do test, the gap between going through the motions and compounding results is massive. We pulled together 30 stats on CRO...
In case you didn’t notice, there is a consolidation rush happening. The world is moving towards what we like to call the “zero-click” everything. While consumers want their insights without clicking through to websites, the SaaS landscape is collapsing into agent-handled workflows and micro-apps that allow a few big platforms...
Google has quietly revived one of its oldest product names: Google Web Optimizer. In late November and early December, Google published a series of new help-center documents describing a new Website Optimizer inside Google Ads. The tool doesn’t appear in any Google Ads account yet. The documentation though is real...
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...
