Experimentation fundamentals

A/B testing compares two or more versions of a product feature to determine which performs better. Version A serves as the control, while version B contains one specific change. Half your users see each version, and you measure their behavior to make data-driven decisions.

Successful experiments start with clear goals. Are you trying to increase sign-ups, reduce cart abandonment, or improve engagement? Each goal needs specific metrics that directly measure success. Vague objectives lead to inconclusive results that waste time and resources.