A/B testing is more commonly known as split testing or bucket testing. Basically, it is a user experience research methodology. Essentially, split testing is an experiment where two or more variants are shown to users at random. A process of comparing two different versions of a web page, email, or all other marketing assets. Then, statistical analysis is conducted to measure the difference in their performance. And which performs better for a given conversion goal.
Process of A/B testing
To truly understand how A/B testing works, let’s go over its process. Firstly, you have to decide what is it that you want to test. Either it is a landing page. Or the size of the subscribe button on your site. Once, you have a clear idea of what you want to test. Then, you can consider how you want to evaluate its performance. Suppose you are testing the size of the subscribe button. In this case, your metric is the number of total visitors who actually click on that button. In order to run the test, you make two different sets of users. To whom you show the different versions. And lastly, determine which one majorly influenced your success metric.
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