A/B tools are used to try combinations of different types of customer experience to an audience with the goal of determining which variant drives the most success. Success could be measured by metrics such as click-through rate, conversion rate, bounce rate etc.. An example of an A/B test might be to try two different variants of a marketing banner to gauge which is the banner with the greatest click-through rate. Multivariate testing tools (MVT) are used to test a number of combinations at the same time to determine which is the most successful combination. The technologies typically work by altering elements of the page using a piece of JavaScript which is placed on the page which changes parts of the page before it has been fully loaded by the browser. This JavaScript is controlled by the cloud platform on which the business user sets up their experiments.