An A/B testing or multivariate testing platform is a specialized technical tool that allows website managers to conduct a series of tests to improve the conversion performance of a website or application. These platforms offer various tools for creating the variations to be tested, distributing the different versions, and analyzing the statistical results of the tests. They also reduce reliance on IT teams for creating test versions and assigning visitors to those versions. Marketing managers can easily create the versions to be tested using a WYSIWYG editor, without requiring programming skills. The most advanced platforms offer powerful features and consulting services to maximize the use of their tools. They also expand their services by offering personalization solutions. It is important to note that A/B testing platforms should not be confused with other similar tools. For example, an A/B testing editor can be used to test different versions of a homepage to optimize user experience and conversion rates.