GrowthBook is an open-source feature flag and experiment platform. It features a robust Bayesian statistics engine and a configurable metric library so you can customize your experiments. The experiment reports show standard metrics like chance-to-beat-control and conversion rate, but also show the risk of choosing a variation as a false positive. Other interesting features include their guardrail metrics and sample ratio mismatch detection. The guardrail metrics feature allows you to define metrics that you want to watch, but aren't specifically trying to improve. It's a way to make sure new features don't do collateral damage to something like page load times.For marketers, the core feature flag component of the software may not be immediately relevant, but GrowthBook also has a Visual Editor that works similarly to standard cloud A/B testing services. Add a script to your site and set your test up in the GrowthBook UI.&nbsp;The software supports a wide variety of programming languages and frameworks and provides an API to manage features and experiments from other apps.

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This experimentation feature allows users to change features in production without changing code. This allows marketers and developers to introduce changes to an app without any pull requests or development cycles.

Conversion optimization software gives marketers the ability to test changes to the user experience on an app or website. You simply define a goal action you want users to perform, and variations of a feature or page to test. The software serves the different versions to users, and uses statistics to determine if one of the variations improves performance. The status and results of these tests are displayed using easy-to-understand visualizations.

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Best Content Experiment & Optimization Software in 2023

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Split is an experimentation platform with a heavy emphasis on developer friendly features and integrating testing in to the development workflow. Split is designed to allow engineering teams to introduce testing during the development process. Split offers and SDK and API that allows developers to easily wrap new features with methods that act as feature flags and experiments. Users can then control these feature experiments in the Split UI.

PostHog is a product analytics and experimentation platform that was founded in 2020 that offers a wide range of tools in an integrated, open-source platform. The free version of their product is open-source under the MIT license. When the product was only 4 weeks old, &nbsp;it was one of the most successful launches ever on Hacker News. Since then, thousands of developers have contributed code and helped to expand the product's capabilities.

Optimizely started as an A/B testing platform in 2010, but has evolved into a feature-packed marketing platform. True to it's nature, Optimizely provides great tools for A/B testing, feature experimentation, and personalization, but has a lot more to offer. Their Data Platform product is a customer data platform and allows you to unify profiles, segment profiles and sync segments to a range of different demand generation tools.&nbsp;Optimizely also offers a CMS with approval workflows, media management, project management, and more. Their CMS also offers options for using a decoupled (headless CMS) front-end.&nbsp;The company also offers email marketing and content marketing management tools. Their content marketing software includes organization and workflow tools, SEO and social data to assist ideation, digital asset management, and the ability to publish content to multiple places from one source.For ecommerce companies, Optimizely offers Configured Commerce and Customized Commerce. These products allow ecommerce businesses to fully manage their products, pricing, promotions, orders, and digital experience.&nbsp;

AB Tasty was founded in 2009 by Alix de Sagazan and Rémi Aubert and has become a leading player in the experience optimization market. The software provides a range of solutions that enable businesses to optimize their applications by creating and running A/B tests, split tests, multivariate tests, personalization campaigns, and product recommendations. AB Tasty can also be used to test mobile apps, OTT apps, and IoT wearables.&nbsp;AB Tasty uses machine learning to run experiments while maximizing your conversation rate. The software routes users to winning experiences whenever possible.

Apptimize is an A/B testing and app optimization platform designed to enhance the performance and user experience of mobile applications. The software allows you to create multiple variations of an app's user interface and test them simultaneously to identify which version performs best. This allows for data-driven decision-making, enabling organizations to optimize key app elements and improve overall user satisfaction.

VWO was founded in 2009 as an A/B testing tool for websites in New Delhi, India. The company has significantly expanded its offering to include mobile app experimentation, website personalization, behavioral analytics, and a customer data platform.

Google Optimize is a free website testing and optimization tool that helps businesses improve the user experience of their websites. With Optimize, businesses can A/B test different versions of their website, known as "experiments," to see which version performs better. Optimize integrates with Google Analytics, allowing businesses to track and analyze the results of their experiments and make data-driven decisions about their website. Optimize also provides tools for targeting specific audiences, personalizing experiences, and improving website performance.