What Is A/B Testing?

A/B testing compares two versions of an experience by splitting eligible traffic and measuring a predefined outcome.

Core workflow

• Define the hypothesis before launching.
• Change something meaningful enough to matter.
• Choose the conversion metric in advance.
• Avoid stopping simply because an early result looks exciting.
• Interpret results in context of traffic quality and business impact.

Tool choice comes after the workflow

Software should remove friction from a defined process. Avoid selecting a plugin first and then inventing a strategy around its feature list.