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Glossary

A/B test

An A/B test is a scientific method which, applied to marketing, consists in displaying to different users several variants of a same web page; these variants are called versions. The aim of the test is to compare the performance of the different versions following a set of predefined KPIs.

This methodology calls to competition different versions that are randomly proposed; thus, it allows to erase context-linked effects (seasonality, sales promotion...).

A/B testing should be distinguished from multivariate testing (MVT), where several elements vary across the versions; these two kinds of tests are part of a discipline called web testing.

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Publication

Lan Anh Vu Hong

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Mats Carduner, Adobe Stock & Unsplash

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