User experience research methodology, consisting of a randomized experiment with at least two variants, denoted as A and B
Also known as A-B testing · A/B test
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A/B testing is a user-experience research method. A/B tests consist of a randomized experiment that usually involves two variants, although the concept can be also extended to multiple variants of the same variable. It includes application of statistical hypothesis testing or "two-sample hypothesis testing" as used in the field of statistics. A/B testing is employed to compare multiple versions of a single variable, for example by testing a subject's response to variant A against variant B, and to determine which of the variants is more effective.