A/B Testing

A/B testing (sometimes called split testing) can be an experimental way to test two ways of completing a task or viewing information.  

You can show version A of a design to half of your audience, and show version B to the other half. 

This allows you to test and measure which design idea is most effective. 

• What is A/B Testing? A Beginner’s Guide by Neil Patel 
• A Refresher on A/B Testing on the Harvard Business Review 
• What is A/B Testing? The Complete Guide: From Beginner to Pro on CXL 
• Complete Guide to A/B Testing Design, Implementation and Pitfalls on Towards Data Science 
• A/B Testing Guide on VWO