---
title: "Experimentation"
slug: "web-and-app-experiments"
description: "Covers Web and App Experiments in Insider One, including A/B testing, audience targeting, variants, goals, experiment setup, and performance analysis."
updated: 2026-08-06T18:06:00Z
published: 2026-08-06T18:06:05Z
canonical: "academy.insiderone.com/web-and-app-experiments"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Experimentation

To marketers, experimentation is key to optimization, and it can be enjoyable, too! Small changes, such as tweaking a line of copy or altering a button's color, can significantly boost conversions. With Insider One, you can quickly test and refine everything from simple CTAs to fully customized checkout funnels on both web and app platforms.

Don't leave any aspect of your marketing efforts unexplored. Thanks to Insider One's Web and App Experiments, you can easily create and experiment to enhance your website's or app's conversion rates. A/B test images, text, colors, CTA buttons, and even your entire layout to discover the perfect combination of copy and design.

<editor360-custom-block data-preprocessing="true" data-sanitizationtags="svg,path"><div class="btnsWrap"><a href="https://academy.insiderone.com/docs/onsite-experiment-overview" rel="noopener"><figure><svg width="24" height="24" viewbox="0 0 24 24" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M10.0032 11.0048V5L13.9968 5V7H13C12.4477 7 12 7.44772 12 8C12 8.55228 12.4477 9 13 9H13.9968V11H13C12.4477 11 12 11.4477 12 12C12 12.5523 12.4477 13 13 13H14.5497L15.6966 15H13C12.4477 15 12 15.4477 12 16C12 16.5523 12.4477 17 13 17H16.8435L17.9904 19H6.0096L9.47756 12.9524C9.91529 12.1685 10.0032 11.3587 10.0032 11.0048ZM10.0032 3C8.85181 3 8.0064 3.89543 8.0064 5V11C8.0064 11.3461 7.81024 11.7029 7.63988 12.008L4.26278 18.0556C3.51878 19.3879 4.43407 21 6.0096 21H17.9904C19.5659 21 20.4812 19.3879 19.7372 18.0556L16.3602 12.0081C16.1898 11.703 15.9936 11.351 15.9936 11.0048V5C15.9936 3.89543 15.1482 3 13.9968 3H10.0032Z" fill="#0A2ECC"></path></svg></figure>Onsite Experiment </a><a href="https://academy.insiderone.com/docs/content-optimizer-overview" style="line-height:1.2em;" rel="noopener"><figure><svg width="40" height="40" viewbox="0 0 40 40" fill="none" xmlns="http://www.w3.org/2000/svg"><path fill-rule="evenodd" clip-rule="evenodd" d="M33.0905 5.85489C33.808 6.57254 34.1905 7.67335 33.9048 8.81628L33.897 8.84765L32.4107 15.2048C32.2835 15.749 31.6778 16.0255 31.1605 15.814C30.7527 15.6473 30.5031 15.2154 30.6022 14.7861L32.0923 8.33432C32.1949 7.88384 32.0434 7.4595 31.7645 7.18057C31.483 6.89897 31.1218 6.80573 30.7772 6.93105L30.7593 6.93758L10.1724 13.4888C9.76659 13.6264 9.50034 13.9888 9.44044 14.4281C9.37904 14.8784 9.55154 15.2353 9.82899 15.4018L9.83549 15.4057L14.7261 18.4492C15.8146 19.1266 15.9937 20.6387 15.0935 21.5516L6.40213 30.3648C5.67294 31.0941 5.74085 32.0656 6.35656 32.6044L6.38005 32.6249L6.40212 32.647C7.00308 33.248 8.0104 33.3181 8.68151 32.6491L8.68364 32.647L14.4753 26.7741C14.6649 26.5819 15 26.73 15 27C15 27.256 15.0087 27.5099 15.0259 27.7615C15.0694 28.3976 14.8769 29.0371 14.4293 29.491L10.0096 33.9727C8.55148 35.431 6.37069 35.244 5.09846 33.9947C3.60138 32.6612 3.67479 30.4433 5.07366 29.0416L5.0762 29.0391L12.9901 21.0141C13.4403 20.5577 13.3507 19.8016 12.8065 19.4629L8.85705 17.0052C7.80393 16.3689 7.44394 15.1921 7.58264 14.1748C7.7229 13.1461 8.38992 12.1066 9.58453 11.7084L9.59671 11.7043L30.156 5.16195C31.2744 4.76423 32.3742 5.1385 33.0905 5.85489ZM28 17C28.5523 17 29 17.4477 29 18V18.7574C29 19.6483 30.0771 20.0945 30.7071 19.4645L31.2426 18.929C31.6331 18.5385 32.2663 18.5385 32.6568 18.929L34.071 20.3432C34.4616 20.7338 34.4616 21.3669 34.071 21.7575L33.5356 22.2929C32.9056 22.9229 33.3518 24 34.2427 24H35C35.5523 24 36 24.4477 36 25V27C36 27.5523 35.5523 28 35 28H34.2426C33.3517 28 32.9055 29.0771 33.5355 29.7071L34.0711 30.2427C34.4616 30.6333 34.4616 31.2664 34.0711 31.657L32.6569 33.0712C32.2664 33.4617 31.6332 33.4617 31.2427 33.0712L30.7071 32.5356C30.0771 31.9056 29 32.3518 29 33.2427V34C29 34.5523 28.5523 35 28 35H26C25.4477 35 25 34.5523 25 34V33.2427C25 32.3518 23.9229 31.9056 23.2929 32.5356L22.7573 33.0712C22.3668 33.4617 21.7336 33.4617 21.3431 33.0712L19.9289 31.657C19.5384 31.2664 19.5384 30.6333 19.9289 30.2427L20.4645 29.7071C21.0945 29.0771 20.6483 28 19.7574 28H19C18.4477 28 18 27.5523 18 27V25C18 24.4477 18.4477 24 19 24H19.7573C20.6482 24 21.0944 22.9229 20.4644 22.2929L19.929 21.7575C19.5384 21.3669 19.5384 20.7338 19.929 20.3432L21.3432 18.929C21.7337 18.5385 22.3669 18.5385 22.7574 18.929L23.2929 19.4645C23.9229 20.0945 25 19.6483 25 18.7574V18C25 17.4477 25.4477 17 26 17H28ZM27 31C29.7614 31 32 28.7614 32 26C32 23.2386 29.7614 21 27 21C24.2386 21 22 23.2386 22 26C22 28.7614 24.2386 31 27 31ZM29 26C29 27.1046 28.1046 28 27 28C25.8954 28 25 27.1046 25 26C25 24.8954 25.8954 24 27 24C28.1046 24 29 24.8954 29 26Z" fill="#0A2ECC"></path></svg></figure>App Content Optimizer </a></div></editor360-custom-block>