A/B testing

[ ey-bee tes-ting ]

noun

1. Digital Technology. a stage of design and development that compares two or more versions of a web page or app in simultaneous use to assess which is the optimized version for achieving a specified design goal or performance metric.
2. a research methodology that compares two or more versions of a product or strategy to determine empirically which version is superior:

   A/B testing informed our graphics choices for the new email marketing program.

Example Sentences

This is called A/B testing, and it’s a whole lot less controversial when someone else does it.

From Washington Post

The longstanding practice, called A/B testing, is intended to improve consumers’ experiences and keep them engaged, which helps the companies make money through premium membership fees or advertising.

From New York Times

We’ve seen some A/B testing like this before, where a subset of Windows Insiders will get access to a feature before Microsoft rolls it out more broadly to testers.

From The Verge

He routinely does A/B testing, they said, in which many versions of the same content are published to see what spreads fastest online.

From Seattle Times

It included a request for any internal documents that might have assessed the effectiveness and impact of prechecked recurring boxes, data on conversion rates, “A/B testing” of its user interface as well as communications about its practices.

From New York Times