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A/B Testing

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What is A/B Testing?

In web analytics, A/B testing (bucket tests or split-run testing) is a controlled experiment with two variants, A and B. It is a form of statistical hypothesis testing or "two-sample hypothesis testing" as used in the field of statistics. A/B testing is a way to compare two versions of a single variable typically by testing a subject's response to variable A against variable B, and determining which of the two variables is more effective.

As the name implies, two versions (A and B) are compared, which are identical except for one variation that might affect a user's behavior. Version A might be the currently used version (control), while version B is modified in some respect (treatment). For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, as even marginal improvements in drop-off rates can represent a significant gain in sales. Significant improvements can sometimes be seen through testing elements like copy text, layouts, images and colors.

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