A/B Testing

A/B Testing is a method used to compare two versions of a product or feature to determine which one performs better.

A/B testing (also called split testing) shows two variants of a page, flow, or feature to different users and measures which performs better against a goal — signup, activation, retention, or revenue.

For product teams, A/B tests work best when the hypothesis is clear, the sample is large enough, and you ship the winner quickly. Pair experiments with a feedback board so qualitative reasons behind the numbers are not lost.