A/B Testing

A/B tests is used to determine if a change made to any element of the web has been positive or negative in terms of increased conversions.

In the A/B test we identify which element of the page we want to modify. The implementation of the test requires comparing the original element, with variations of that element, and measuring whether the original or one of the variations generates a greater number of conversions.

For a variant or the original to be considered the winner in the A/B test there must be a sufficient number of samples and a difference in the number of conversions with sufficient statistical significance.