An A/B or multivariate testing platform is a software tool that allows businesses to test and compare different versions of their website, app, or marketing materials in order to determine which one performs better. This type of platform uses statistical analysis to measure the impact of changes on user behavior, such as clicks, conversions, and engagement. By conducting these tests, businesses can make data-driven decisions to optimize their digital presence and improve overall performance. A/B and multivariate testing platforms are essential for businesses looking to continuously improve and refine their online presence in a competitive market.