Website Terminology Glossary
A/B testing, also known as split testing, is a technique used to compare two versions of a web page or app to determine which one performs better. A/B testing can be used to test different elements such as headlines, images, colors, call-to-action buttons, and layouts to determine which variation produces the desired outcome, such as increased click-through rates or conversions.
Some common methodologies used in A/B testing include:
Randomized Control Test
In this methodology, a control group is randomly selected and shown the original version of a web page or app, while a test group is shown a variation. The results are then compared to determine which version performed better.
This methodology tests multiple variations of different elements on a web page or app simultaneously, to determine which combination of elements produces the best results.
This methodology tests multiple variations of a web page or app sequentially, with each test building on the results of the previous test, to arrive at the optimal variation.
This methodology is used when there is a high level of uncertainty about which variation will perform best. It involves showing different variations of a web page or app to different users based on a probabilistic algorithm that adapts to the results as they come in.
A/B testing can be a powerful tool for improving website or app performance, as it allows businesses to make data-driven decisions based on user behavior and preferences. By continuously testing and optimizing different elements, businesses can improve user engagement, increase conversions, and ultimately achieve their goals more effectively.