---
title: "A/B Testing"
description: "3 posts about A/B Testing, summarised, each linking to the original."
---

# A/B Testing
> 3 posts about A/B Testing, summarised, each linking to the original.

## Articles

### [What We Shipped: 7 New Data And Customization-driven Features](https://yomu.fyi/post/what-we-shipped-7-new-data-and-customization-driven-features.md)
- Company: [Intercom](https://yomu.fyi/company/intercom.md)
- Published: Oct 9, 2026
- Type: Announcement

Intercom released seven data and customization-driven features to help sales and marketing teams optimize their funnel and personalize customer experiences at scale. The updated Clearbit Reveal app uses Clearbit data for personalized auto messages, routing conversations by company size, and viewing company data in the Inbox. New Revenue Reports, powered by the Salesforce app, show opportunities, pipeline, revenue influenced, and which landing pages and messages generate the most opportunities and conversations. Sales Team Performance Reports provide leaderboards for largest deals closed, response times, and meetings booked. Control groups on the Messages Premium plan enable A/B testing by withholding messages from half the audience to validate performance, while other features include duplicating Custom Bots for experimentation, customizing Operator’s bot identity with a name, logo, and color scheme while keeping it clear it’s a bot, and advanced Messenger security options like blocking GIFs and attachments in emails, available on new Premium plans.


### [How A/B Testing Can Help Your Team Prioritize, Not Just Validate](https://yomu.fyi/post/how-a-b-testing-can-help-your-team-prioritize-not-just-validate.md)
- Company: [Intercom](https://yomu.fyi/company/intercom.md)
- Published: Oct 8, 2026
- Type: Problem & solution

A/B testing can help teams prioritize projects by forcing them to estimate effect sizes and required sample sizes before committing resources. The most common mistake is calling tests too early based on statistical significance without sufficient statistical power, leading to unreliable results. To run a test correctly, teams should estimate the expected KPI improvement, use a sample size calculator to determine test duration, and decide if the wait is worthwhile. For example, a complete signup flow redesign expected to boost conversion from 10% to 15% requires 24 times less data than a color change expected to lift it to 11%, and a non-significant result can still be useful. Startups with limited traffic should focus on large, high-potential changes to avoid working towards a local maximum, while larger companies with high traffic can profitably test small optimizations.


### [Turning Customer Identity into A Growth Engine](https://yomu.fyi/post/turning-customer-identity-into-a-growth-engine.md)
- Company: [Auth0](https://yomu.fyi/company/auth0.md)
- Author: Bradford Peirce
- Published: Oct 6, 2026
- Type: Announcement

Customer Identity and Access Management (CIAM) has traditionally been viewed as a security obligation, but Auth0 argues it can be a growth driver when optimized for conversion. The Auth0 Identity Conversion Suite combines Anonymous Sessions and Experiment Center to transform identity from a rigid gatekeeper into a dynamic growth engine. Anonymous Sessions issue scoped access tokens to track anonymous users from their first interaction, preserving cart contents, preferences, and consent selections when they convert to authenticated accounts. Experiment Center enables native A/B testing and gradual rollouts of authentication flows, allowing teams to test changes on controlled traffic segments before global deployment with audit trails. The suite addresses high cart abandonment in retail, cross-device context loss in travel, and onboarding friction in financial services by enabling seamless guest transitions, cross-channel journey unification, and progressive trust and compliance.