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Practical Web Analytics for User Experience by Michael Beasley

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Chapter 13

A/B Testing

Contents

Introduction

A/B testing is when you take two competing designs for a page, select a single metric for determining success (typically, the conversion rate), and send users to both pages until there is a statistically significant difference in the conversion rate. One could compare a brand new design against an existing design, or compare two new pages.

This technique allows you to confidently make decisions about ...

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