A/B testing is claimed by some to be a change in philosophy and business-strategy in certain niches, though the approach is identical to a between-subjects design, which is commonly used in a variety of research traditions.[10][11][12] A/B testing as a philosophy of web development brings the field into line with a broader movement toward evidence-based practice. The benefits of A/B testing are considered to be that it can be performed continuously on almost anything, especially since most marketing automation software now typically comes with the ability to run A/B tests on an ongoing basis.