It is used for website optimization by the marketing team to improve web page and landing page lead conversion rates. e.g. testing call to action, name of tabs, color of buttons, length of forms, whether customer reviews or awards resulted in more leads.
Would be nice to see an overall score trended over time for all tests. i.e. show the team whether overall the type of tests being run are improving or getting worse. Need to ensure this does not discourage testing.
Some of the navigation is a little odd e.g. sometime things open in windows/tabs when you'd expect them to remain in the same window.