Abstract: A system for conducting experiments over the Internet and related methods are disclosed. The system may be modular and include an experiment design engine to construct an experiment over designated web pages. A distributed experiment control engine may execute the experiment design constructed by the design engine. Desired user behavior in response to each possible experimental path is recorded. The data recorded and the experiment design may be stored on an experiment database. The system may also include a web page parsing engine to configure a designated web page for experimentation. The system may also include an experiment analysis engine to analyze experiments and an optimization engine to determine which experimental path is optimum upon conducting the experiment.