How to conduct A/B Testing?

Step by Step Guide on How to perform A/B testing

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The idea of A/B testing is to present different content to different variants (user groups), gather their reactions and user behaviour and use the results to build product or marketing strategies in the future.

A/B testing is a methodology of comparing multiple versions of a feature, a page, a button, headline, page structure, form, landing page, navigation and pricing etc. by showing the different versions to customers or prospective customers and assessing the quality of interaction by some metric (Click-through rate, purchase, following any call to action, etc.).

This is becoming increasingly important in a data-driven world where business decisions need to be backed by facts and numbers.

How to conduct a standard A/B test

1. Formulate your Hypothesis
2. Deciding on Splitting and Evaluation Metrics
3. Create your Control group and Test group
4. Length of the A/B Test
5. Conduct the Test
6. Draw Conclusions

1. Formulate your hypothesis

Before conducting an A/B testing, you want to state your null hypothesis and…