You may know Optimizely as the A/B testing company for Web and mobile. But today, the San Francisco-based firm is unveiling a new version of its product line that signals its full emergence as “an experimentation platform” for any connected device, in any channel.

The new product line is called Optimizely X. It includes enhancements to its previous web and mobile products, as well as two major new components.

One is X Full Stack, a tool for developers that allows them, for the first time, to conduct server-side experiments via Python, Java, Ruby or Node languages. Previously, brands could only run Optimizely tests on the client side.

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