A/B testing is essential to identify strengths and weaknesses of your app or service to improve it. A/B testing is a variable-experimentation technique to compare two versions of the same thing to see which one performs better. For example, you can test two different landing pages, two different subject lines, or two different offers. The goal is to determine which of the two performs better.
In these experiments, you compare a control group to one or more variants called the treatment(s). Each group is exposed to a different version of an element in your app. For example, if you run an A/B test that compares a button on a landing page, the control group would see the original version of the button, and the treatment group would see a different version.
A/B testing is very easy to setup and run. It can be done by following these steps:
Create an experiment: An experiment is a collection of one or more tests that run simultaneously. The experiment can include a control group and one or more treatment groups.
Set your goals: When you create an experiment, you set the goal for the experiment. The goal can be the number of conversions, the number of pageviews, or the number of signups.
Create a test: A test is a set of variants that you show to a control group, and the goal of a test is to determine which variant in the test performs the best. The test uses variants to share a common experience, but each variant may have one or more differences.
Set a test name: You can set a descriptive name for the test, such as “Landing Page Variation 2”.
Create variants: A variant is a variation of the original or control experience that you want to test. A variant can have one or more different aspects, such as button text or images.