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top   »  problem solving   »  problem solving techniques   »  test and learn   »  a/b testing

What is A/B Testing?

 , December 13, 2015 updated on November 16, 2016
A/B testing is a hypothesis testing method that compares the results of two experiment configurations. In many cases, a control is compared against an experiment.
It's popularly used by websites to test content and configurations with web traffic to optimize metrics such as click-through and conversion rates. On a high traffic site, large numbers of experiments can be run to support continual optimization.
Overview: A/B Testing
AreaProblem Solving
Decision Making
DefinitionA hypothesis test that compares two alternatives, often an experiment and a control.
ValueMaking decisions and solving problems with data as opposed to guesses.
RisksA focus on low level optimization can cause a firm to miss big-picture opportunities.
Synonymssplit testing, bucket testing
Related ConceptsTest and Learn

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