Experimenting on a website is an activity that follows the process of research and data gathering. Once researcher figures out what issues on a website hinder its performance in terms of getting visitors to convert, finding adequate solution requires we experiment with all the ways to improve the website. The best way to do this is to set up multiple pages and test how visitors behave on each of them concurrently. There are experimental tools that enable creation, deploying and measuring the performance of several variations at once. Variation that performs the best is called the winner. It is implemented in order to increase the likelihood visitors will convert and purchase the product or service.