We've just finished testing our new custom module for Magento that allows developers to do A/B or multiple variant testing of all the pages within a site - it'll be going live for one of clients tonight. With Magento growing in popularity as a way to deliver high end e-commerce solutions A/B testing is going from being a nice to have to an essential for those serious about site development. Whether it's testing home page effectiveness or shopping cart layouts A/B testing is a fantastic way to get genuine understanding of what works and what doesn't and now we can manage it directly through the CMS.
That combined with our customised Media Server which allows the delivery of scheduled, targeted content throughout the site gives us all the info we need to test and analyse site behaviour and tweak toward ever better conversion rates.
Review, Refine, Redeploy, it's the virtuous cycle toward better performance.