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Design Resources: Split A/B Testing in a Nutshell

6 mins read A/B testing, split testing, randomized controlled experiments, online controlled experiments – what do all these word combinations tell you? UX designers are surely aware that all of the enumerated terms have the same meaning; nevertheless, let’s clear up the matter for the rest of the readers. Actually, the explanation is rather simple: split testing is a specialized method of marketing research, which uses random experiments offering a limited choice of two A and B options. In web development, marketing and user experience design, the test is mainly aimed on highlighting the amendments that should be inserted into web pages (banners, advertisements, newsletters and so on) to augment the traffic, click-through or conversion rates.

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