A/B Testing
01 Definition
A/B Testing meaning: A controlled experiment comparing two versions for a defined outcome.
A/B testing randomly assigns eligible participants to a control or variation and compares a preselected metric. Randomization helps separate the effect of the change from ordinary audience differences.
Also called
split testing
Why it matters
How A/B Testing fits the work
It replaces opinion-based decisions with evidence about user response.
In context
The team used an A/B test to compare two checkout headlines.
Practical note
Set the hypothesis sample plan primary metric guardrails and stopping rule before reading results.