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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!
2.8 KB, 13 KB, 17 KB. The snippet size is lightweight. You base your A/B testing tool choice on that because it means the tool won’t affect page performance. Right? In live experiments, the snippet you install is often just a loader. The real payload arrives later. Sometimes running into...
In this article, we’re looking at where p-hacking creeps into experimentation (intentionally or accidentally). And show how to prevent it without slowing down your decision-making. What is P-Hacking in A/B Testing? P-hacking in A/B testing means manipulating your experiment data until statistical significance appears. This is a byproduct of Goodhart’s...
How to test, optimize it, and use AI for better performance One of my favourite parts of a Product Detail Page (PDP) is the product image carousel. Not because it’s fancy, but because it’s a small space where you can pack in a huge amount of decision-making support. And unlike...
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...
Interview with Pieter Boonstra There's the experimentation everyone talks about. And then there's how it actually happens. We’re hunting for signals in the noise to bring you conversations with people who live in the data. The ones who obsess over test design and know how to secure buy-in even when...
