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AB Testing

A/B testing, or split testing, compares two versions of a product to determine which performs better by analyzing metrics like conversion rates. It involves defining a clear goal, ensuring only one element differs between versions, and using random sampling to assign visitors. Understanding statistical hypotheses and potential errors is crucial for reliable results in A/B testing.

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24 views2 pages

AB Testing

A/B testing, or split testing, compares two versions of a product to determine which performs better by analyzing metrics like conversion rates. It involves defining a clear goal, ensuring only one element differs between versions, and using random sampling to assign visitors. Understanding statistical hypotheses and potential errors is crucial for reliable results in A/B testing.

Uploaded by

Kalpana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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A/B testing, also known as split testing, is an experiment where two

versions of something are compared to see which performs better1.... The


two versions are called the control (the original version) and the
treatment (the new version with a change)8.... The goal is to determine
which version leads to a desired outcome, such as increased conversion
rates or better user engagement11....

Here are some key aspects of A/B testing:

Variants: The control and treatment should differ by only one element, so
that any change in performance can be attributed to that specific
element8....

Hypothesis: A/B testing is based on statistical hypothesis testing2.... A


hypothesis is a testable assumption about a population parameter20....

The null hypothesis states the default position or the status quo20....

The alternative hypothesis challenges the status quo and is what the
researcher believes to be true20....

Random Sampling: In A/B testing, visitors are randomly assigned to


different versions of the test23....

Metrics: Conversion rate is a key metric used to measure the


performance of the control versus the treatment26....

Goals: The first step in A/B testing is to define your goal clearly, which
could be increasing conversions, improving click-through rates, or
boosting user engagement29.... Make sure the goal is tied to the
business's bottom line32....

Sample Size: A sufficient sample size is needed to get reliable


results32.... The sample size formula considers your baseline conversion
rate, desired lift, and statistical significance level32.... It is important not
to stop a test early35....
•

Errors: There are two types of statistical errors to be aware of in A/B


testing:

Type I error: incorrectly rejecting the null hypothesis when it's true26....

Type II error: incorrectly failing to reject the null hypothesis when it is


false26.... These two types of errors cannot occur at the same time29....

In summary, A/B testing helps product managers and teams make better
decisions by testing and learning at every step of the product
lifecycle38....

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