category: UIUX 360

AB Testing

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AB Testing

What is A/B Testing?

Overview

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Also known as split testing, A/B testing is the practice of online comparing two versions of a web page with a single variable to determine which one performs better.

A/B test is a shorthand for a simple randomized controlled experiment, in which two samples (A and B) of a single vector variable are compared. These values are identical, except for one variation that may affect user behavior. A/B tests are widely considered to be the simplest form of controlled experimentation. However, adding more variants to the test adds to its complexity.

A/B tests are useful for understanding user engagement and satisfaction with online features such as a new feature or product. Big social media sites like LinkedIn, Facebook, and Instagram use A/B testing as a way to make user experiences more successful and streamline their services.

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