We recommend to run the test for a decent amount of time, at least until it achieves 1,000 impressions (the more the better) to get significant results.
NexODN test everything on-page. This usually includes CTR for titles, meta descriptions and paragraph texts that Google extracts for the meta description, headers, images, calls to action, even conversion rates.
NexODN doesn't do any cloaking - we're essentially testing somewhat small tweaks across groups of similar pages, and seeing if they have any impact on clicks or rankings. It is preferred if the pages remain largely the same, but they don't have to be totally untouched.
NexODN uses both humans and software to generate recommendations for the experiments. Machine learning will be incorporated in the future to automate the process.
You’re right, the final decision is entirely up to Google. Google's algorithm is to reward high-quality, relevant websites which gives value add to their users. NexODN approach to SEO is to help our customers define "high-quality" in Google's ever-changing definition and serve their quality to Google's users. This is exactly what Google wants.
NexODN is fairly similar but NexODN incorporates A/B Testing which allows you to build your content for better conversion in addition to the SEO Split Testing. This allows you to understand what your users want after you optimise your website according to Google algorithm. Besides, NexODN will have subscription model in near future to enable you to run your tests yourself. Since the concept is still quite new, most of our customers collaborate with our team to help them ideate, manage and run tests on an ongoing basis.