Testing Tools: Build? Or Buy? ft. Jonas Alves

Testing Tools: Build? Or Buy? ft. Jonas Alves

From From A to B by Shiva Manjunath

March 18, 2026 · 40 min · Season 4 · Episode 3

About this episode

Jonas Alves discusses the challenges of A/B testing tools and the importance of trust in the process.

A/B testing tools - all they do is randomize traffic. So why are we spending thousands of dollars for it? Jonas "Elvis" Alves (of AB Smartly) joined the pod to discuss some of the major challenges in building A/B testing tools. It kinda started in a way I had no idea it would - that you're not buying a testing tool, but buying a... trust platform? Jonas throws some shade at other testing tools, but I bleep it out, don't worry ;) . (And thankfully, he doesn't sales pitch at all. ) We got into: - Jonas makes the case for BOTH building in-house and buying an external tool - How to earn back trust once it's broken, through data or experimentation - Booking.com ran A/B tests on A/B testers (it's super meta and super cool) Go follow Jonas on LinkedIn:⁠ https://www.linkedin.com/in/jonasalves/ Also go follow Shiva Manjunath on LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/shiva-manjunath/⁠⁠⁠ Subscribe to our newsletter for more memes, clips, and awesome content! ⁠⁠https://fromatob.beehiiv.com/

People in this episode

Host: Shiva Manjunath

Guest: Jonas Alves

Topics covered

  • A/B testing
  • trust in tools
  • building vs buying
  • data experimentation
  • marketing tools

Keywords

  • A/B testing
  • trust platform
  • data
  • experimentation
  • marketing
  • tools
  • in-house
  • external

Mentioned in this episode

Organizations: AB Smartly, Booking.com

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