A/B Testing (Split Testing)

Definition

The practice of showing version A to half your audience and version B to the other half, then declaring one 'winner' with 85% statistical confidence.

Example Usage

We A/B tested two subject lines and the winner increased opens by 2%, which is statistically significant if you squint real hard.

Origin

Formalized in early 2000s web analytics, adapted from scientific experimentation

Fun Fact

Most A/B tests are underpowered and can't actually detect small but meaningful differences

Source: Optimizely and conversion rate optimization standards

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