Whereas B refers to ‘variation’ or a new version of the original testing variable.
In A/B testing, A refers to ‘control’ or the original testing variable. A/B testing, also known as split testing, refers to a randomized experimentation process wherein two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time to determine which version leaves the maximum impact and drives business metrics.Įssentially, A/B testing eliminates all the guesswork out of website optimization and enables experience optimizers to make data-backed decisions.
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