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A/B Testing

A/B Testing Best Practices

A/B testing refers to a specific type of randomized experiment in which a group of users (or participants) are presented with two variations of some thing (product, email, advertisement, landing page, whatever): a Variation A, and a Variation B. The group of users exposed to Variation A is often referred to as the control group because it’s performance is held as the baseline against which any improvement in performance observed from presenting Variation B is measured. Variation A itself is sometimes the original version of the thing being tested, and existed before the test. The group of users exposed to Variation B is called the treatment. When A/B testing is used to optimize a conversion rate, the performance of the treatment is measured against that of the control using the following calculations: Continue reading