Fusion is pioneering the use of Artificial Intelligence in the world of optimization and testing. We use machine learning today in order to optimize our testing performance and deliver greater results and benefits to our clients. Currently we use sampling methods that allow us to optimise traditional A/B tests by using algorithms that drive more traffic to the best performing offer at any one time.
The result is quicker test wins and higher commercial return and benefit from each test cycle we run. This is proven to increase traditional A/B testing performance by as much as 40%. We are also moving into contextual personalisation. This is where things get really exciting and takes testing to a whole new level. Each element of an offer such as a header, copy, price, image, layout becomes a ‘Feature’. You can have numerous versions of each feature which potentially gives you thousands of variations to test and explore. This would not be feasible through a traditional A/B testing approach. Through machine learning and contextual personalisation we are able to test thousands of combinations in parallel to determine the optimal offer to display to each individual customer.