AgilityZen

A/B Testing

A/B testing, also known as split testing, is a method used to compare two versions of a web page, app, or other digital assets to determine which one performs better in terms of user engagement, conversion rates, or other key metrics. By randomly assigning users to either version A (the control) or version B (the variation), A/B testing allows teams to make data-driven decisions based on real user interactions.

The process typically involves creating a hypothesis, designing the variations, and defining the success metrics. For example, an e-commerce site might test two different versions of a product page to see which one leads to more purchases. Once the test is live, data is collected and analyzed to determine the statistically significant winner.

The primary benefits of A/B testing include improved user experience, higher conversion rates, and increased user satisfaction. By testing changes on a small scale before a full rollout, businesses can minimize risks and make informed decisions that positively impact their bottom line. A/B testing also promotes a culture of experimentation and continuous improvement, enabling organizations to refine their digital experiences based on actual user behavior and preferences.

Resources

A/B Testing: test your own hypotheses & prepare to be wrong
Stuart Frisby shared experience of how the e-commerce site he worked for do A/B testing, the importance of having hypotheses, not get tempted by superficial metrics, and prepare to be wrong.

Adaptive Agility Fundamentals
The topic of A/B Testing is introduced in the Adaptive Agility Fundamentals class.

What is A/B testing? How it works and when to use it.
An article discussing the usage, types, benefits, and tips of A/B testing.