A/B Testing Flexibility: Why Fabric Works With Any Tool and Built Its Own

There’s No One-Size-Fits-All in Experimentation

There’s no shortage of A/B testing tools, from VWO and Monetate to SiteGainer, Adobe Target and Optimizely. But all too often, brands find themselves tied to a tool that isn’t quite the right fit or stuck in decision mode trying to choose the “right” one.

At Fabric, we don’t just work with testing tools, we work around them. Whether you’ve chosen a platform or still weighing up your options we make experimentation fast, flexible and meaningful.

Tool Agnostic by Design

We comfortably integrate directly with whatever A/B testing setup our clients already have. This could mean launching tests in Adobe Target, Optimizely, VWO, Monetate or SiteGainer. We’re fluent in the quirls and capabilities of each, whether that is navigating campaign conflicts, ensuring flicker free rendering or improving performance tracking.

When There’s No Tool in Place: GTM + Our Own Split Code

For brands who haven’t yet committed to a testing platform, we don’t let that slow things down. Using Google Tag Manager, we’ve built a custom split-testing framework that allows us to –

• Assigns users to different test variants
• Serves content dynamically to each group
• Tracks performance across platforms like GA4

This means we can start straight away, validating ideas and gathering data without waiting on a full-platform decision.

How We Analyse Test Results?

Launching a test is just the beginning, understanding the results is where real value lies.

To tell us what happen and to also understand why, we use a mixture of

• Google Analytics (GA4) to measure outcomes across key metrics from conversion rates to average order value
• Segmentation by device type, channel, user type, and more
• BigQuery where large scale or deeper data analysis is required

Adding Qualitative Insight to the Mix

To go beyond the numbers, we use:

• Heatmaps to visualise click patterns, attention zones and scroll depth
• Session recordings to observe hesitation, confusion or friction
• Feedback tools and surveys to gather direct user sentiment where appropriate

These insights help us identify opportunities, validate hypotheses, and shape stronger future tests.

Why We Built Fabric Experimentation

After years of working across multiple platforms, we built our own: Fabric Experimentation, a streamlined, transparent, and highly flexible testing solution designed for the way teams work today.

With Fabric Experimentation, you get:

• Easy setup and variant control
• Full visibility into testing logic and targeting
• Clean, digestible results (no black-box outcomes)
• Compatibility with your existing analytics stack

It’s everything teams need to move fast and learn faster, without being locked into a particular tool or vendor. We built this for the reasons above and also to save our clients money, significant investment can be made on a platform before you’ve even had the chance to start testing. Our tool is free of charge to our clients meaning all investment goes to your CRO programme.

We Make Testing Easier, No Matter the Stack

Whether you’re testing via GTM, running experiments in Optimizely, or just getting started, Fabric meets you where you are.

We combine strategic thinking with hands on implementation, layered analysis and full adaptability. Because experimentation isn’t just a tool, it’s a mindset. And we’re here to help you build it into your culture.

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