Understanding A/B test fundamentals

A/B testing is a method of comparing two versions of a strategy to see which works better for reducing churn. This comparison helps teams make decisions based on actual data rather than guesses. Like a scientific experiment, A/B tests require careful setup and clear rules to produce reliable results.

Every A/B test needs key elements to be valid. One group of customers gets the original strategy (A), while another similar group gets the modified version (B). The only difference between groups should be the change being tested. For example, when testing a new onboarding process, everything else about how you support these customers should stay the same.

The golden rule of A/B testing is to change just one thing at a time. Multiple changes make it impossible to know which change actually made a difference. Think of it like adjusting ingredients in a recipe — if you change three ingredients at once, you won't know which change improved the taste. This focused approach ensures clear, actionable results.^[1]