A/B Testing Software

Installation

Live in minutes, not weeks

Paste one line of JavaScript into your site — via your tag manager, directly in the code, or through a platform integration. Your first experiment can be running before your next meeting ends.

Google Tag Manager, Segment, or direct script tag
Works on any stack — React, Next.js, WordPress, Webflow, custom HTML
Zero impact on page load — the snippet loads asynchronously
Conversion goals: button clicks, form submissions, URL visits, custom events

Snippet · yoursite.com

              <!-- Iteratist · paste before </body> -->

              <script>

                (function(w,d,s,k){

                  w.IteratistKey=k;

                  var f=d.createElement(s);

                  f.async=1;

                  f.src='https://cdn.iteratist.com/exp.js';

                  d.head.appendChild(f);

                })(window,document,'script','YOUR_KEY');

              </script>

Status

✓ Connected

Visitors tracked

2,841

Active tests

3

AI hypothesis engine

Stop guessing what to test next

Describe your page, traffic source, and conversion goal. Iteratist's AI surfaces prioritised test hypotheses ranked by expected impact — drawn from your specific setup and the 2026 conversion benchmark data, not generic best practices.

Hypotheses scored by expected impact, confidence, and implementation effort
References real benchmark data for the expected lift range
Generates the full hypothesis structure: change → metric → audience → rationale
Backlog management built in — queue, prioritise, and assign tests without a spreadsheet

AI hypothesis suggestions · Trial sign-up page

Hypothesis #1 · High impact

Remove the site navigation from the landing page. Visitors arriving from paid search have a clear intent — give them fewer exit doors.

↑ Expected lift: 200–300% · Confidence: High (benchmark data)

Hypothesis #2 · High impact

Personalise the CTA copy to match the visitor's traffic source. Branded search visitors are closer to decision — reflect that in the button text.

↑ Expected lift: 180–220% · Confidence: High (benchmark data)

Hypothesis #3 · Medium impact

Move the primary CTA above the fold. Scroll maps show 43% of visitors leave before reaching the current button position.

↑ Expected lift: ~20% · Confidence: Medium

Variant builder

Build variants without waiting for developers

Make changes in the point-and-click visual editor, or drop into HTML, CSS, and JavaScript for full control. Preview every variant on desktop and mobile before a single visitor sees it.

Click-to-edit text, images, buttons, and layout — no code required
Full HTML/CSS/JS access for structural and design-level changes
Live mobile preview before you launch
Traffic split control — 50/50, 80/20, or any custom allocation
Multi-variant support: test A vs B vs C vs D in a single experiment

Experiment · "Nav removal test" · Running

Variants

● Running

Control — with nav

3.2%

Variant A — nav removed

9.7%

Confidence

97.3%

Lift

+203%

Visitors

4,820

Google Ads personalisation

Match every ad to a landing page that earns it

Dedicated landing pages convert at 209% higher than generic product pages. Iteratist links your Google Ads campaigns to page variants that match the intent of each ad group — automatically, without rebuilding pages for every keyword.

Pull headline, CTA, and proof points from ad copy directly onto the page
Serve different variants to different ad groups, campaigns, or keyword sets
UTM parameter targeting — no additional setup required
Measure cost-per-acquisition by variant, not just by campaign

Traffic source personalisation

utm_source: google

utm_campaign: brand

Headline: "Start your free Iteratist trial"

CTA: "Start free — see results in 5 minutes"

utm_source: google

utm_campaign: ab-testing

Headline: "Run your first A/B test today"

CTA: "Try A/B testing free"

Brand campaign CVR

11.4%

Generic campaign CVR

6.8%

Results & significance

Know when you have a winner — not just a feeling

Iteratist tracks conversion rates per variant in real time, calculates statistical significance continuously, and tells you when your result is ready to call. No spreadsheets. No manual chi-squared calculations. No peeking problem.

Real-time conversion rate tracking per variant
Statistical significance threshold alerts (90%, 95%, 99%)
Segment results by device, traffic source, and UTM parameters
Minimum detectable effect warnings before you launch
Full results history — every test, every variant, searchable

Results dashboard

Control

4.1%

Variant A

8.9%

Uplift

+117%

Statistical confidence: 96.1% — ready to call

By device

Desktop

+142%

Mobile

+89%

Tablet

+103%

Audience targeting

Run different experiments for different audiences

A visitor from a cold content piece needs a different experience than a visitor from a branded search ad. Target experiments by traffic source, UTM parameters, device type, or visitor behaviour — with no limits on the number of audience rules.

Target by UTM source, medium, campaign, term, and content
Segment by device: desktop, mobile, tablet
Target returning vs. first-time visitors
Layer multiple conditions with AND / OR logic
Exclude audiences from experiments they shouldn't see

Audience rules · Experiment: "Paid traffic CTA test"

Include visitors where:

utm_source

equals

google

AND

utm_medium

equals

cpc

Eligible visitors

1,240

last 7 days

Est. time to significance

18d

at 50/50 split

Trusted by growth teams

Built for teams who test, not teams who plan to

From solo founders running their first experiment to growth teams shipping a new test every week — Iteratist is built to match your pace.

Flowbase Stackly Plentic Veridian Cortex Nordrack

FAQ

Common questions

How quickly can I run my first test?

Most teams have their first experiment live within a day of signing up. Installation takes under five minutes — paste the script tag, verify the connection, and you can start building your first variant immediately. No onboarding call or developer sprint required.

Do I need a developer to use Iteratist?

No. The visual editor lets marketers build and launch experiments without touching code. You'll need a developer for the one-time script installation (about 2 minutes), and optionally if you want to run structural tests that require HTML changes. Everything else — hypotheses, variants, audiences, results — is handled in the Iteratist dashboard.

What's the difference between A/B and multivariate testing?

A/B testing compares two (or more) versions of the same page — one change at a time. Multivariate testing tests combinations of multiple changes simultaneously to find which combination performs best. A/B testing requires significantly less traffic to reach significance and is the right starting point for most teams. Iteratist supports both.

How does Iteratist handle statistical significance?

Iteratist calculates statistical significance in real time using a chi-squared test. You can set your confidence threshold (90%, 95%, or 99%) before a test launches, and Iteratist alerts you when a variant crosses it. We also show pre-launch sample size estimates so you know how long a test needs to run — before you start it.

Will the tracking script slow down my site?

No. The Iteratist snippet loads asynchronously and has no impact on your page's Core Web Vitals or load time metrics. The script is served from a global CDN and is typically under 12KB gzipped.

Can I target experiments to specific traffic sources or audiences?

Yes. You can target any experiment by UTM parameters, device type, new vs. returning visitor status, or any combination of those using AND / OR logic. This means you can run one experiment for paid search traffic and a completely different one for organic visitors on the same page, simultaneously.

How does the Google Ads personalisation work?

Iteratist reads the UTM parameters attached to each visitor's URL and serves the page variant you've mapped to that campaign, ad group, or keyword. You create the variants in the visual editor — Iteratist handles the routing automatically. You can also run A/B tests within each traffic segment to find the best-performing message per audience.

What happens to my experiments after the free trial?

All your experiments, variants, and results are saved in full. If you choose not to upgrade at the end of your trial, running experiments are paused and all visitors see the control variant. Your data is retained for 90 days, giving you time to export or resume if you decide to continue.

Is my data secure and GDPR compliant?

Yes. Iteratist does not collect or store any personally identifiable information. Visitors are tracked by an anonymous session ID stored in a first-party cookie. No data is shared with third parties. All data is processed under GDPR and CCPA requirements.

A/B testing that finds winners faster