A/B testing essentials
Variation and control
A/B testing allows you to determine what impact your personalizations are having on your site. That’s why you need a variant and a control, with randomized allocation of visitors to each group based on traffic allocation.
Test meaningful hypotheses
You want experiences with meaningful impact. That means using data and insight you have to create experiences that can change visitor behavior.
Adopt industry-standard practices
Our experience in A/B testing shows that the best results are obtained by restricting the number of variations within an experience, using adequate sample sizes and concentrating on observed trends and not day-to-day fluctuations.