What is CUPED and how does it help?

CUPED (Controlled-experiment Using Pre-Experiment Data) uses pre-experiment behavioral data as a covariate to reduce variance in your metric. The practical result: you reach statistical significance 20-40% faster on the same traffic. Instead of waiting 3 weeks for significance, most teams hit it in under a week.

Do I need a developer to set up an experiment?

No. The visual editor lets you change content, layout, and copy directly on the page without writing code or opening a deploy pipeline. For logic-level tests (pricing, feature flags, backend variants), Intempt connects to your product events directly.

How do experiment winners connect to personalization?

When an experiment reaches significance and you select a winner, you can promote it to a Personalize rule in one click. The winning variant becomes a live personalization rule targeting the same audience - no separate setup required.

Can I target experiments to specific segments?

Yes. Any Intempt segment can be the audience for an experiment: RFM cohorts, behavioral groups, acquisition source, plan type, or any combination. Segment-level targeting lets you run the same experiment against different audiences and compare results.

How does Intempt Experiments differ from Optimizely?

Optimizely is a standalone experimentation tool. Intempt Experiments runs on the same behavioral data layer as your segments, journeys, and personalization. You can target experiments by product behavior, promote winners to live rules, and attribute experiment results to revenue - all without a separate analytics integration.

A/B testing software you can check early.

Check your test as it runs without inflating false positives, so you can stop as soon as the result is real.

Start for free

Run 3x more experiments on the same traffic

0.0on G2

10B+events

500M+users

7+years profitable

50+enterprises

Test ideas before you commit.

Change the copy, the layout, or the price on the page itself and start the split.

Edit any element in the visual editor
Preview the variant before traffic reaches it
Run two variants or twenty from one test

Know when the answer is real.

Every peek at a normal test raises your chance of a false winner, which is why so many wins never repeat.

Check as often as you like without inflating false positives
Stop as soon as the answer is real
Get told to keep running when it is too early

Learn more from the traffic you have.

Use what you already knew about a person before the test started to cut the noise.

Reach a result on fewer visitors
Cut variance using behaviour from before the test*
Guard against false winners when you track several metrics

Know what your results really mean.

Every metric says what to do, next to the numbers behind it.

Ship it, do not ship it, or keep running
See lift, sample size, and the confidence range together
Set confidence anywhere from 80 to 99 percent

Test every change with confidence.

Anything you can serve, you can split. A price, a plan, a feature, or a nudge inside your app.

Split a price, a plan, or feature access from your own code
Split a nudge, a widget, or a video the same way
Measure against product events

Turn winning tests into better experiences.

Turn the winning variant into a permanent rule without an export or a rebuild.

Promote a winner inside the same suite
Skip the export into a separate tool
Keep the rule serving on every visit after

Turn winning tests into better experiences

Intempt vs the experimentation tools

Optimizely is the deeper testing product. The rows below are about what the winning variant is allowed to do next.

CapabilityIntemptOptimizelycompare

Client-side testing

Visual editor and front-end experiments

Included

Best in class

Server-side testing

Flags, rollouts and remote config

Included

Best in class

Stats engine

Variance reduction and sequential testing

CUPED

Stats Accelerator

Email and SMS testing

Running the same experiment in a message

Included

Not offered

In-app and push testing

Experiments inside the product

Included

Not offered

Customer profiles

Who the visitor actually is

Included

Visitor IDs only

Product analytics

Funnels and retention on the same events

Included

Separate tool

Revenue attribution

The test result tied to closed revenue

Included

Test metric only

Winner triggers the next step

Shipping the result into a journey or a send

Included

Not offered

Who operates it

Who has to be on staff for the tool to pay off

No dedicated team required

A dedicated optimisation team

Pricing model

How the bill moves as you grow

On demand, no overage

Annual contract

Every claim above is argued in full, with what they do better, on the linked pages.

Wired into the toolsyour team already opens.

Slack, Stripe, Twilio, SendGrid, Gmail, Google Calendar, Firebase, Apache Kafka, AWS. Blu Agent operates them for you without a browser tab.

See the full list

Teams love it

They stopped stitching tools andhired one system.

Jim Stromberg, CEO at StockInvest — “Acquisition and retention finally feel like one connected motion instead of two separate problems.”
Jim Stromberg
CEO, StockInvest

“Acquisition and retention finally feel like one connected motion instead of two separate problems.”
Jim Stromberg
CEO, StockInvest

Eric Gardner, COO at FieldsUSA — “We finally have one system that sees the whole customer journey.”
Eric Gardner
COO, FieldsUSA

“We finally have one system that sees the whole customer journey.”
Eric Gardner
COO, FieldsUSA

Tadas Kertenis, Co-founder at Hoperfy — “With Intempt, we built a signal-led pipeline driven by real behaviors.”
Tadas Kertenis
Co-founder, Hoperfy

“With Intempt, we built a signal-led pipeline driven by real behaviors.”
Tadas Kertenis
Co-founder, Hoperfy

Frequently askedquestions.

Build the variants, choose the metric, read the result, then keep the winner.

01 / 06

Can I stop a test as soon as it looks like a winner?

Here, yes. In most tools, no, even though they encourage it. A standard significance test assumes you look once at the end. Every extra look raises the chance of a false positive, which is why so many wins fail to repeat. Intempt uses sequential testing, which is built for being checked as often as you like, so stopping early is a real decision rather than a mistake.

Here, yes. In most tools, no, even though they encourage it. A standard significance test assumes you look once at the end. Every extra look raises the chance of a false positive, which is why so many wins fail to repeat. Intempt uses sequential testing, which is built for being checked as often as you like, so stopping early is a real decision rather than a mistake.
Until the answer is real, which depends on your traffic and the size of the effect. The software tells you which of the three states you are in rather than leaving you to guess. What it will not do is show you a winner that is not one yet.
Sometimes not, and you should know that before you start. On a handful of conversions a week a test will take months, and you would be better off changing something bigger. Cutting variance helps, but it does not manufacture traffic.
Yes, and most of it gets simpler. Page tests move into the visual editor. The anti-flicker snippet you were told to add is not needed, because the variant is picked on the server before the page draws.
No. Every metric states the call in words, with lift, sample size and the confidence range next to it. The judgement you still own is what to test.
Yes. Your code can ask which variant a person is in and act on it, so a price, a plan, a feature gate, or an in-app surface all split the same way and report the same way.

Sources

* CUPED (Controlled-experiment Using Pre-Experiment Data) achieves 7-45% variance reduction depending on covariate selection. Deng et al. (Microsoft Research, 2013); Eppo, Statsig documentation (2024-2025).

Intempt Marketing

Run 2 experiments a week, not 2 a quarter.

Connect your data source and your first experiment is live in the same session. You hold the strategy layer: what to test and what a win is worth. The software holds anything underpowered before it ships. No consultant, no stats team.

Start for free