A/B testing (also known as bucket testing , split-run testing , or
split testing ) is a user experience research methodology. A/B tests
consist of a randomized experiment that usually involves two variants (A and
B), 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
a way to compare multiple versions of a single variable, for example by
testing a subject's response to variant A against variant B, and determining
which of the variants is more effective.
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