A/B Testing
A/B testing is an experimentation method that compares two versions (A and B) of the same item — web page, feature, email, price — to measure which performs better against a given goal (conversion rate, clicks, retentio…
A/B testing is an experimentation method that compares two versions (A and B) of the same item — web page, feature, email, price — to measure which performs better against a given goal (conversion rate, clicks, retention).
Users are randomly assigned to one of the two variants, and statistical analysis tells you whether the observed difference is significant or down to chance. It is a cornerstone of data-driven product and growth marketing.
Tools like GrowthBook, LaunchDarkly, Optimizely or Statsig run these experiments at scale.