<P> In marketing and web analytics , A / B testing ( bucket tests or split - run testing ) is a controlled experiment with two variants , A and B. It is a form of statistical hypothesis testing or `` two - sample hypothesis testing '' as used in the field of statistics . In online settings , such as web design ( especially user experience design ) , the goal of A / B testing is to identify changes to web pages that increase or maximize an outcome of interest ( e.g. , click - through rate for a banner advertisement ) . Formally the current web page is associated with the null hypothesis . A / B testing is a way to compare two versions of a single variable typically by testing a subject 's response to variable A against variable B , and determining which of the two variables is more effective . </P>
<P> In marketing and web analytics , A / B testing ( bucket tests or split - run testing ) is a controlled experiment with two variants , A and B. It is a form of statistical hypothesis testing or `` two - sample hypothesis testing '' as used in the field of statistics . In online settings , such as web design ( especially user experience design ) , the goal of A / B testing is to identify changes to web pages that increase or maximize an outcome of interest ( e.g. , click - through rate for a banner advertisement ) . Formally the current web page is associated with the null hypothesis . A / B testing is a way to compare two versions of a single variable typically by testing a subject 's response to variable A against variable B , and determining which of the two variables is more effective . </P>
what variable do you test in an experiment
what variable do you test in an experiment
variable A against variable B
variable A against variable B