Why Most A/B Testing Tools Create Silos and Fail To Innovate

By Paul Bernier

June 16, 2023


A/B testing has revolutionized the way businesses optimize their digital experiences, but traditional divisions between marketersclient-side tools and developers‘ server-side solutions have hindered innovation. In this blog post, we will delve deeper into the challenges faced by marketers, developers, and product teams, and explore how integrating their tools and approaches facilitate collaboration and unlock the true potential of A/B testing: innovation.

  1. Marketers and the Complexity Barrier:
    Marketers, primarily reliant on client-side tools, often face limitations when it comes to tackling complex problems. Advanced experimentation, such as testing complex pricing strategies, custom recommendation algorithms, or backend logic, requires development resources that marketers may not have direct access to. As a result, they may miss out on opportunities to optimize critical aspects of the user experience and boost conversions.
  2. Development and Product Team Prioritization:
    Development and product teams are often focused on major initiatives, such as building new features, improving infrastructure, or addressing critical bugs. In this process, marketing initiatives can get deprioritized. At the same time, smaller, low-hanging fruit optimization opportunities may also be deprioritized, leading to missed chances for quick wins. These smaller improvements can collectively have a significant impact on the overall user experience, but they tend to be overshadowed by larger projects.
  3. Integration and Collaboration for Innovation:
    While many popular AB testing tools provide both client-side and server-side capabilities, they often fail to integrate them. Rather, they offer client and server-side functionality through different logins, interfaces, and systems. To overcome these challenges, drive innovation, and encourage collaboration across teams, it is essential to integrate both approaches under a single platform. This integration breaks down silos, enables a shared understanding of priorities, and streamlines resource allocation for A/B testing initiatives.
  4. Empowering Marketers with Development Capabilities:
    Integrating client-side and server-side tools allows marketers to tackle more complex problems without always relying on development resources. Providing marketers with user-friendly interfaces to configure and test server-side logic is one part of it, but bigger gains come out of pairing vastly different skills from the broader organization. Pairing marketers and developers together in one platform really enables them to drive optimization beyond surface-level changes, ultimately delivering more impactful results.
  5. Reprioritizing and Capturing Low-Hanging Fruit:
    Through collaboration and shared insights, development and product teams can reassess their priorities and allocate resources to capture “low-hanging” optimization opportunities. By recognizing the significance of these smaller improvements and their cumulative effect, organizations can maximize the impact of A/B testing programs. Reprioritization enables teams to tackle quick wins that enhance the user experience, boost conversions, and build momentum for larger initiatives.
  6. The Power of Continuous Collaboration:
    Continuous collaboration between marketers, developers, and product teams fosters an environment of shared knowledge and encourages cross-functional problem-solving. Regular communication ensures that valuable insights from A/B tests are not siloed but instead inform future iterations and strategic decisions. This collaborative approach sparks innovation, facilitates data-driven decision-making, and drives ongoing optimization.


Integrating client-side and server-side approaches while fostering collaboration between marketers, developers, and product teams is crucial for unlocking the full potential of A/B testing. By empowering marketers with development capabilities, organizations can tackle complex problems without overwhelming development resources. Reprioritizing initiatives to capture “low-hanging” optimization opportunities ensures that small wins are not overlooked. Through continuous collaboration and shared insights, organizations can drive innovation, optimize the user experience, and achieve transformative results, while also gaining cost efficiencies. Embracing this holistic approach will enable businesses to thrive in the dynamic digital landscape and stay ahead of the competition.

Wish to speak with an experimentation expert? Schedule a discovery call to learn how SiteSpect can help you with your CRO goals!


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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