Top 5 A/B Testing & Experimentation Predictions for 2024

By Paul Bernier

January 17, 2024


It’s that time of the year when we ask: “What’s next for A/B testing and experimentation?” 

2023 was a great year for the A/B testing market overall, with 77% of companies engaging in experimentation—and that number is expected to push even higher as we kick off 2024. We believe optimized conversion rates, improved user engagement, and the ability to make data-driven decisions are driving factors that have contributed to this annual growth rate of 13.18% year over year. 

With this market growth, it’s got us thinking more about where the future of A/B testing is headed for 2024. 

In this blog, you’ll find five A/B testing predictions in areas where we expect more growth. Do you agree? Disagree? TBD? There’s only one way to find out. 

Let’s get into it. 

1. Continued AI-Integrations

With 80% of executives believing AI can be used in their business, experts predict Artificial Intelligence (AI) will lead the digital marketing landscape in 2024.

The goal of AI in optimization is simple: to make the A/B testing experience more efficient, cost-effective, and useful by acknowledging users’ needs in real-time. 

As we step into 2024, we anticipate increased use of AI algorithms to enhance the effectiveness of A/B testing. AI’s forte lies in its ability to process large amounts of data quickly and make informed decisions. With A/B testing, this translates to more precise insights into user behavior and preferences. 

AI algorithms, like SiteSpect’s Machine Learning (ML), can identify subtle patterns and trends that may elude human analysis, leading to more informed decision-making in your optimization process. As you integrate AI in other areas—like creating personalized headlines on landing pages—and start to hand more control over to it, SiteSpect can help test and validate the impact.

But we have to warn…

While the integration of AI in A/B testing brings about many benefits, striking the right balance between automation and human oversight is crucial. This ensures that AI-driven optimization aligns with ethical standards and doesn’t compromise user trust. (See #3 in this blog for more on this)

2. Mobile App and Multi-Device Experiences Will Reshape Your Approach

No longer confined to websites alone, A/B testing now encompasses mobile app and multi-device experiences.

With all the great benefits of optimizing mobile experiences—as 75% of Americans shop on these mobile platforms—we believe this will be a widely used feature in 2024. The goal of A/B testing on mobile and across devices is to create seamless, engaging, and conversion-driven experiences that resonate with the on-the-go nature of modern users.

With that in mind, we believe the A/B testing playbook is expanding to include dedicated strategies for multi-device optimization. 

From tweaking user interfaces to refining navigation paths, organizations are gearing up to experiment with variations that specifically cater to the nuances of mobile interaction. This shift is not just about accommodating smaller screens. It’s about crafting experiences that captivate users in the palm of their hands.

Our platform is not just keeping pace with the mobile and multi-device shift. We’re leading the way forward. 

SiteSpect empowers you to conduct experiments that transition across multiple devices and OTT platforms (Web, Mobile, Smart TV, AppleTV, Chromecast, PlayStation, Xbox, Firestick, Roku, Kiosks, IoT Displays, Wearables) while maintaining a consistent level of efficiency. Whether your users engage through mobile apps or travel through the buyer’s journey on multiple devices—SiteSpect ensures that your A/B testing strategy remains consistent and effective.

3. Privacy-Centric Testing Will See Continued Growth

With growing concerns about user privacy and stringent regulations coming into play, some A/B testing platforms are adapting to this change, though others are being left behind. 

Organizations recognize the importance of respecting user privacy and have for quite some time. But they also understand the value gained from A/B testing and conversion optimization, even in secure areas of their digital properotes. So when two roads diverge in a yellow wood, which path should you take?

Robert Frost could not travel both, but you can!

To do this, A/B testing platforms should focus on providing users with basic information about how their data is used in experimentation. This transparency not only ensures compliance with regulations but also contributes to building trust between organizations and their user base. Now you can continue reaping the benefits of A/B testing, while also being able to grow your customer’s loyalty—a true win-win. 

You’re probably wondering how SiteSpect stacks up in this category…

Our platform is the most secure A/B testing solution on the market. Our patented architecture sits in the flow of traffic making us compatible with the high level of security you offer your customers. Our A/B testing and optimization platform is certified by a third party for PCI compliance, and we’re one of only a few providers willing to sign a BAA with Healthcare organizations in support of their efforts around HIPAA. How’s that for peace of mind?

For more on SiteSpect privacy and security, check this out

4. Organizations Will Need Faster Iterations

We believe organizations will prioritize faster A/B testing iterations in 2024. Why? Because the faster the iterations, the quicker you can implement the changes and maximize the benefit. Makes sense, right?

It’s important to understand that A/B testing tools offer much more than just statistical significance. They’ve become engines of agility, giving teams the power to make real-time adjustments based on user behavior to quickly enhance the user experience and improve conversions. 

With that said, if an A/B testing solution causes bottlenecks or roadblocks to hitting organizational goals, you should consider a change. Your chosen platform should help pave the way forward, not slow you down on this path of progress.

However, while speed is crucial, it’s equally important to strike a balance between velocity and precision. The focus isn’t just on making changes quickly, but also on making the best decisions. In 2024, your A/B testing solution should give you a blend of speed and accuracy. 

At SiteSpect, we give you that balance—minus the common bottlenecks of other platforms. SiteSpect enables organizations to test outside of release cycles, test without touching the site’s code base, validate ideas before coding them, and push quick bug fixes.

5. Server-Side Testing Will Be Widely Adopted

As Single Page Apps (SPAs) become the norm and the demand for experimenting with complex functionalities rises, we believe organizations will increasingly turn to server-side A/B testing in 2024.

Server-side testing—unlike client-side testing—involves making changes at the server level before the user’s browser receives the content. This means that users interact with the updated content without their browsers being aware of the changes.

However, the shift we anticipate has the possibility of introducing challenges, such as a potential slowdown in development pace and the creation of bottlenecks in the development process. That may be true with some A/B testing solutions but…

Not with SiteSpect

While organizations wrestle with the tradeoff between the power of server-side testing and its potential impact on development efficiency, SiteSpect offers server-side, client-side, and mobile app testing all in one, unified platform.

You can start your journey in 2024 with a more robust, efficient, and impactful all-in-one A/B testing solution. 

To learn more about our server-side testing capabilities (and compare them to other A/B testing solutions on the market) check out this page

Final Thoughts

Our predictions for 2024 showcase an exciting journey toward innovation and user-centric practices in A/B testing and experimentation. At SiteSpect, we’re ready to hit the ground running so you can capitalize on all these upcoming trends and get off to a great start in the new year. 

Have questions or want to book a demo to learn more? Submit your form here and we’ll get back to you within one business day. 


Paul Bernier

Paul Bernier

Paul Bernier is Vice President of Product Management at SiteSpect. He has a background in website optimization, recommendations, and development, as well as web analytics. He is based in Boston.

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