What is AB Testing? How to AB Test?

Have you ever wondered – Why Facebook shows different UIs for the same account?Why Netflix has such a great streaming experience? How Amazon changes its look and feel? If so, then this article is for you!

Not every Testing is conducted for defects some are conducted for users!

In all above mentioned scenarios AB Testing is conducted to have best experience for users and better conversion rate for business. In simple words – A/B testing (often called split testing) is comparing two versions of a web page or application to see which one performs better. You compare by showing the two variants (let’s call them A and B) to users, and the one that gives a better conversion rate, wins!

Now I know what is AB Test, but how to perform AB Testing?

The original design is known as “the control” and the alternate version is known as a “variation.” The goal is to determine which out of two versions under experiment performs better, is then selected for real-world use.


  • Data collection & analysis: Analytics tool such as Google Analytics provide insight into where you can begin optimising.
  • Identify Goals: Your conversion goals are the metrics that you are using to determine whether or not the variation is more successful than the original version.
  • Construct a Hypothesis: Per the insights from data collection & analysis, build a hypothesis aimed at increasing conversions,Once you have a list of ideas, prioritize them in terms of expected impact and difficulty of implementation.
  • Create Variations: Using your A/B testing software, make the desired changes to an element of your website or mobile app experience. Make sure to QA your experiment to make sure it works as expected.
  • Test your variation: A/B test the variation against the original page.
  • Analyse Results: Analyse the A/B test statistics to determine how each version performed.
  • Report the results: Let others in Marketing, IT, and UI/UX know of the test results and the insights generated.


A/B Testing is used to make business decisions based on the results derived from data, instead of just making predictions. It allows you to create variations of your product or app and then helps you to confirm or discard your decision to make changes.

Please share your thoughts in the comments section below as I learn just as much from you as you do from me.


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