A/B Testing

A/B testing is an experiment method between two groups; it is a technique used to identify whether one version of an object of interest (product, marketing campaign, email text) is better at producing a desired outcome than another.


  • 2 versions
  • 2 samples
  • A hypothesis
  • Outcomes
  • Other measure variables

In AB testing, you can only make one change from condition A to condition B. So, basically you can only choose one condition B for the whole experiment.

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