A/B Testing
An experiment that randomly assigns comparable subjects to variants and measures differences in outcomes.
Plain English
Show different versions to similar groups and compare what happens.
In context
A/B testing estimates causal impact when assignment measurement sample size duration and analysis are designed appropriately.
Example
“The A/B test compares two invitation flows using activation as the primary metric.”
When you'll hear this
- product optimization
- growth experiments
- UX research
Common misunderstanding
Two before-and-after screenshots or non-random groups do not constitute a reliable A/B test.
Also known as
AB testingsplit testingA-B test
Commonly used by
Related terms
Updated: 2026-08-27
