1. A computerized method of testing variations of website content, the method comprising: receiving a request at a reverse proxy server for website content located at a web server; said reverse proxy server retrieving requested website content from the web server, wherein the website content contains a web page tag associated with a web analytics platform; modifying said website content, at the reverse proxy server, by introducing variations in the website content that is visible to a website user; inserting values associated with website content variations into the web page tag, whereby data from website content variations is accessible within a reporting system of a web analytics platform; and transmitting modified website content to a requestor; wherein the visible website content variations are introduced to a subset of all website users.