Join us at TNW Conference 2022 for insights into the future of tech →

All Articles for

A/B Testing

In web development and marketing, as well as in more traditional forms of advertising, a/b testing or split testing is an experimental approach to web design, which aims to identify changes to web pages that increase or maximize an outcome of interest (e.g. , click-through rate for a banner advertisement). as the name implies, two versions (a and b) are compared, which are identical except for one variation that might impact a user's behavior.