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All AB Testing and Optimisation

A/B Testing (also referred to as split testing and multivariate testing) is the practice of showing slightly different versions of a digital feature (web page, button, login screen) to a sub-set of users. The performance of the variation is compared to that of the control, and the highest performing version is chosen. With large enough samples, causality can be inferred. Most A/B testing providers also offer a broader range of solutions for Conversion Rate Optimisation (CRO) – improving ‘conversion’ (sign up, login, purchase, download etc) by tweaking different elements of a digital experience, measuring the outcome and implementing the highest ‘converting’ option.

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