A/B testing is a method used to compare two versions of a webpage or other product to determine which one performs better. It involves showing the two variants, A and B, to similar visitors at the same time. The one that gives a better conversion rate, wins. A/B testing can drive the industry forward by allowing companies to make careful changes to their user experiences while collecting data on the results. This way, they can construct hypotheses, and to learn better why certain elements of their experiences impact user behavior. In another way, they can also be proven wrong—their opinion about the best experience for a given goal can be proven wrong through an A/B test. More than just answering a one-off question or settling a disagreement, A/B testing can be used consistently to continually improve a given experience, improving a single goal like conversion rate over time.
Have you ever wondered how Amazon managed to grow from the first online bookstore to a global techno...
View summary