A/B Testing
Comparing two versions of a webpage, email, or ad to determine which performs better
Definition
A/B testing (also called split testing) is a controlled experiment where two variants (A and B) are shown to different segments of users simultaneously to measure which version drives better results. The 'A' version is typically the control (current version), while 'B' is the variant with a single changed element. Statistical analysis determines the winner based on predefined success metrics like conversion rate, click-through rate, or engagement.
Real-World Example
An e-commerce site tests two product page layouts: Version A with the 'Add to Cart' button in blue, Version B with it in orange. After 10,000 visitors see each version, Version B shows a 23% higher conversion rate, so it becomes the new standard.
Related Terms
Conversion Rate
Analytics & MetricsPercentage of users who complete a desired action
Multivariate Testing (MVT)
Analytics & MetricsTesting multiple variables simultaneously to find the optimal combination
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