What is it?

A/B testing is a controlled experimentation method used to compare two or more variants of a digital experience to determine which performs better against a defined metric.

It is commonly used to validate assumptions and inform data-driven decisions.

Examples in Action

• Testing alternative headlines or messaging
  
• Comparing layout or design variations
  
• Evaluating different calls to action
  
• Assessing changes to form structure or flow
  

Typical Outcomes / Results

• Increased confidence in optimisation decisions
  
• Evidence-based validation of changes
  
• Incremental performance improvements over time
  
• Reduced reliance on subjective opinion
  

This definition reflects standard experimentation practices across digital optimisation programs.