# A/B Testing

Our first approach, looking at firebase was unsucessful, since in their current beta version they only support integration for IOS and Android apps, however, it was a good reference point to what we're looking for.

Tl;DR: Considering the underlying implementation of A/B testing that Firebase uses is based on Google Optimize, it looks like our closest option, and as we dive deeper in features and alternatives, it looks more and more as the best overall alternative. It's pretty

Here's a more detailed overview of my research:

## [Google Analytics & Google Optimize](https://marketingplatform.google.com/about/optimize/)
Features:

* A/B testing
* A/B/n testing for multiple versions of a page
* Multivariate testing for multiple elements on the same page
* Redirect tests
* Server-side experiments
* Personalisation

I feel like Optimize provides the most straightfoward and complete features, there's a free tier that seems to cover our use cases pretty well, and would let us play around and test withouth comitting.
There's an enterprise-like suite called Analytics 360 which might be worth looking into it, but i didn't see anything that stood out technically.
The learning curve for all of these seems similar, however the google ecosystem is pretty consistent and well documented, something to keep in mind.

## [Optimizely](https://www.optimizely.com/)

Features:

* A/B testing
* Multi-page testing
* Visual editor for building variations without any code
* Advanced targeting & segmentation
* Full Stack for optimising mobile apps and digital products

Coming in second place is Optimizely, more specifically Optimizely Web, there's no clear pricing posted on their web, you'd have to contact sales to get an estimate. However it seems like a pretty well built platform, also their sdk looks well documented and easy to use. The main drawback for optimize is that it's presented as a whole CRO suite, and i didn't find much information on integrating it with either our current CRO approach or moving too much away from it's ecosystem.

Regarding pricing, here's a review i found on VentureHarbour.com:
> Pricing is quoted upon application and you have to remember that Optimizely aims to be an enterprise-level system at competitive pricing – so don’t expect bargain bucket quotes here.

>Without giving too much away, you’re looking at five figures on your annual bill for the lower-to-mid plans.


## [VWO](https://vwo.com/)

* A/B testing
* Multivariate testing
* Split URL testing
* Visual editor for building variations without any code
* Widgets for testing/adding popups, banners and other prompts to generate leads
* Behavioural segmentation

VWO provides a full suite of CRO tools, in the same way Optimizely does, It also provides a visual editor and some stuff that looked irrelevant, i attached pricing just for reference, but seems like it's a little overloaded with features we wouldn't use. I added it because it's still one of the top options and seems like it's widely used.