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A/B testing

What is A/B Testing?

A/B testing refers to randomized experiments consisting of two variants, A and B. It involves the use of statistical hypothesis testing or “two-sample hypothesis testing” as used in the field of statistics. Through this test, one has the opportunity to compare two versions of a single variable by comparing a subject’s response to Variant A with Variant B. The two versions are compared. It is determined which of the two variants is more effective.
A short video explanation can be found here:


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Definition of version A and B

The versions are identical except for one variation, so this can affect a user’s behavior:

  • Version A may be the version currently in use (control),
  • Version B will be changed in some way (treatment).


On an e-commerce website, the purchase funnel is usually a good candidate for A/B testing, as even minor improvements in drop-off rates can mean a significant increase in sales. Sometimes significant improvements can be seen when elements such as text, layouts, images, and colors are tested.

Other Testing

Multivariate testing or multinomial testing is similar to A/B testing, but can test more than two versions at once or use more controls. Simple A/B testing does not apply to observational, quasi-experimental, or other non-experimental situations, as is the case with survey data, offline data, and other, more complex phenomena.

For more information on the topic of A/B testing, click here:

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