Maxymiser to Optimizely: A/B testing's a thing of the past

December 3, 2010 9:00 AM
Riley McDermid

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July 9-10, 2013
San Francisco, CA

Most web-based startups go through testing to make sure their sites appeal to their target audience.

Website testing services like Optimizely usually test out several different versions of a Web page with live users and measure the effect each version has on users’ actions — a process called A/B testing.

But Optimizely competitor Maxymiser says A/B testing alone is outdated. Maxymiser, whose clients include Sony, HarperCollins, Hewlett-Packard, Lufthansa and Virgin Mobile, says despite a recent $1.2 million all-angel round of funding for its competitor, the future for “smart websites” now lies in “multivariate” testing — and it’s likely to stay that way.

Maxymiser president and co-founder Mark Simpson told Venture Beat that advanced, segmentation/behavioral targeting and website personalization “are where the big brand players are now.”

Requests for comment from Optimizely were not immediately returned.

Maxymiser, which is currently one of the top three website optimizer providers in Europe, says it recently saw a $350,000 in additional revenue for Virgin Games, owned by Virgin, in a single small test.

So what does that sort of success with multiple testing methods mean to the future of A/B testing alone?

Simpson predicts the entire online marketing industry will soon move in that direction — although new startups too often grab at any testing model they can find, he says.

“The are a lot of small companies jumping on the testing bandwagon,” says Simpson.”However, most are not doing it properly or thinking it through, and it results in an incomplete solution for what today’s market needs.”

The London-based company competes in a rapidly crowding arena of companies, including the aforementioned Optimizely, Unbounce.com and Google’s Website Optimizer, all of which are trying to help brands figure out how best to test and build their websites to keep consumers engaged and spending.

pbreit

Since when do big brand companies do anything on the web better than small tech companies?
http://twitter.com/sumooptimize SumoOptimize

I think A/B test may not be the past as there may be still people wanting to test only 2 alternatives. However, wouldn't it be good if you are able to use A/B or Multivariate test whenever you want? SumoOptimize allows u to do A/B and multivariate test easily through a visual editor. And it will automatically determine if you are on A/B test or Multivariate Test.
reedge

The A/B testing world is indeed getting crowded. It seems like the heat-maps of 2008. It is a novelty and now every script-kid can make an a/b testing tool. But like Mark Simpson says A/B testing is just the tip of the iceberg, it about conversion testing is a tool and A/B is the simplest format of testing.I like the additions like Optimizely and like comment above SumoOptimize since they always bring something interesting to the table that we did not see before. But not only enterprises that go for Maxymiser or Adobe Omniture but also medium and small size businesses are looking for a more holistic view on the conversion challenge then individual tool that bring little but toys.I love that these new players open a new area and get a good amount of attention, playing with new toys is always fun. After you finish with the novelty you want to construct a solid method to improve you website and revenue. Then you need different tools that a separate heatmap, a/b tester or new real time analytics toy, you need solid integrated tools that support serious growth. Then you need for example Reedge.com to seriously monitor channels, segment users, funnels and offer multivariate test and personalization to clients.