May 2023
Intermediate to advanced
168 pages
4h 18m
English
Content preview from Practical A/B TestingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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What Is A/B Testing?
A/B testing is an online controlled experiment that measures the impact of a change on a subset of users. An effective A/B test is one where you feel confident in making decisions based on the results.
An A/B test, also referred to as an experiment, in its simplest form consists of two groups of users, as shown in the following image. The first group is the control variant which includes users who receive the unchanged functionality or product experience. The second group consists of users who receive a new feature or change that is up for evaluation, known as the test variant. Both the test and control variants need to be randomized to ensure that the users assigned to each group are similar statistically, allowing for ...
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