A/B testing

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A/B testing (also known as bucket testing, split-run testing, or split testing) is a user experience research methodology.[1] A/B tests consist of a randomized experiment that usually involves two variants (A and B),[2][3][4] although the concept can be also extended to multiple variants of the same variable. It includes application of statistical hypothesis testing or "two-sample hypothesis testing" as used in the field of statistics. A/B testing is a way to compare multiple versions of a single variable, for example by testing a subject's response to variant A against variant B, and determining which of the variants is more effective.[5]

A-B_testing_example.png
Example of A/B testing on a website. By randomly serving visitors two versions of a website that differ only in the design of a single button element, the relative efficacy of the two designs can be measured.