A method of comparing two versions of a web page/app against each other to determine which one performs better. It uses data and statistics to validate new design changes and improve conversion rates.
|Used by||Google, Microsoft, Apple|
Before jumping into an A/B test experiment, you need to conduct an A/A test first. A/A tests will establish a baseline for your A/B tests. The goal becomes a question of how much lift you can get from improving on the results from your A/A test, not just from giving subscribers a different variation.
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SourceCon | ERE Media
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