A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of an app against each other to determine which one performs better. AB testing uses data & statistics to validate new design changes and improve conversion rates. In an A/B test, you take an app screen and modify it to create a second version of the same page. This change can be as simple as a single headline or button, or be a complete redesign of the page. Then, half of your traffic is shown the original version of the page (known as the control) and half are shown the modified version of the page (the variation). As visitors are served either the control or variation, their engagement with each experience is measured and collected in an analytics dashboard and analyzed through a statistical engine. It can then be determined, whether changing the experience had a positive, negative, or no effect on visitor behavior.
Category: Analytics & Optimization
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