A/B Testing

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A/B testing definition

A/B testing, or split testing, is a randomized experimentation process that tests two different versions of any individual variable that is present within a product. To do this, two segments of users are shown different variable versions to determine which one provides the best experience and has the largest positive impact on metrics. A/B testing is generally used to enhance website, software and product optimization processes, allowing developers to eliminate guesswork and focus on making the improvements backed by testing.

Why do we do A/B testing?

  • A/B testing is used to test the performance of a variation of a feature against its control to determine which provides more value.

A/B testing is one of the most effective ways of gathering data to make informed decisions when performing optimization tasks on websites, software or products. Before performing an A/B test, specific features or functionality are identified as having the potential to perform better and an updated version is created by developers. This identification process requires pulling insights from data to determine where and how changes should be made. However, this data can only be used to form hypotheses about how an updated feature will perform. A/B testing allows product managers and experienced optimizers to put their hypotheses into action in order to prove or disprove their assumptions in a controlled environment.

How do you perform an A/B test?

  • A/B testing provides one segment of users with a variation and another segment with a control version before measuring results.

After forming a data-driven hypothesis and creating a variation of a site feature, product or software, A/B testing can begin. Two equally numbered groups of users, or segments, must be formed, and one segment must be provided the control version. The other segment will be given the new version of the feature, known as the variable. The two groups will then be monitored for an equal amount of time and the data from the test will be recorded. The metrics used will vary based on the feature being tested and what the variable hopes to accomplish, as determined in the hypothesis. Some common examples of metrics tested when looking at variations of a webpage include time on page, interaction with certain elements, number of sessions, bounce rate and more. 

Data analysts can take the results of an A/B test and scale them across a larger group of users to determine which is the more optimized of the control and the variable. The version that provides the most value to both the organization and the user should be determined the winner of the A/B test. The version will likely be rolled out on a permanent basis or may be tested against other versions if multiples have been formed. A/B testing can be used when optimizing or forecasting nearly any aspect of business and offers benefits that could continue paying off for many years.

What is beta testing?

  • Beta testing is one of the final steps taken before a product or feature is released and is intended to catch bugs and gather user feedback.

Beta testing comes before A/B testing and is performed to check if any errors or software bugs are present in a product, site feature or software before it is made readily available to the public. This trial period helps provide a full view of the user’s experience on a greater scale and can help flesh out the intricacies of how certain products will function on different operating systems, devices and browsers. 

During beta testing, development and product teams stay on alert to potential errors and bugs and work to fix them without impacting the functionality of the rest of the product. This often requires more time for each fix when compared to a live product. Once no additional bugs or errors are detected in the initial version of the product, beta testing can end and the product can be released in full.

Courses

Expand Your A/B Testing Career Opportunities

Increase your skill set and expand your career’s horizons with top-rated product management courses on Udemy.

Udemy

Topic:

Learn HTML, CSS, JS & data tracking for website AB testing and build your own AB tests without the help of a developer

 

What you'll learn:

  • Run more A/B tests…

4.7
(149)
Udemy

Topic:

Learn how to run effective AB tests from planning through decision-making and more. No statistical formulas needed!

 

What you'll learn:

  • How to successfully run A/…

4.6
(250)
Udemy

Topic:

Data Science, Machine Learning, and Data Analytics Techniques for Marketing, Digital Media, Online Advertising, and More

 

What you'll learn:

  • Use adaptive…

4.6
(5018)
Udemy

Topic:

AB Testing, Multivariate Testing, Multi-armed Bandit, Mock Interview Questions, R Coding, Statistics, Hypothesis Testing

 

What you'll learn:

  • How companies like…

4.5
(321)
Certifications

A/B Testing Certifications + Programs

Take the next step in your career by earning a product management certification from Udacity.

General Assembly’s User Experience Design Immersive is a transformative course designed for you to get the necessary skills for a UX Design role in three months. 

The User Experience Design bootcamp is led by instructors who are expert practitioners in their field, supported by career coaches that work with you since day one and enhanced by a career services team that is constantly in talks with employers about their UX Design hiring needs.

 

What you'll accomplish

As a graduate, you’ll have a portfolio of projects that show your creative and technical ability to launch the next generation of successful apps, websites and digital experiences. Throughout this program, you will:

  • Identify and implement the most effective methods of user research to gain a deeper understanding of what users want and need.

  • Use interaction and visual design techniques to craft a dynamic digital product that brings delight and function to users.

  • Conduct usability testing to make product experiences more accessible for diverse user populations and environments.

  • Learn best practices for working within a product team, employing product management techniques and evaluating technical constraints to better collaborate with developers.

  • Produce polished design documentation, including wireframes and prototypes, to articulate design decisions to clients and stakeholders.

  • Prepare for the world of work, compiling a professional-grade portfolio of solo, group, and client projects.

 

Prerequisites

This is a beginner-friendly program with no prerequisites, although many students are familiar with common tools for graphic and web designers and some may have had exposure to UX concepts in the past. The General Assembly curriculum helps you gain fluency in end-to-end UX processes, tools, and documentation and put them to work on the path to a new career as a User Experience Designer.

 

Why General Assembly

Since 2011, General Assembly has graduated more than 40,000 students worldwide from the full time & part time courses. During the 2020 hiring shutdown, GA's students, instructors, and career coaches never lost focus, and the KPMG-validated numbers in their Outcomes report reflect it. *For students who graduated in 2020 — the peak of the pandemic — 74.4% of those who participated in GA's full-time Career Services program landed jobs within six months of graduation.  General Assembly is proud of their grads + teams' relentless dedication and to see those numbers rising. Download the report here.

 

Your next step? Submit an application to talk to the General Assembly Admissions team


 

Note: reviews are referenced from Career Karma - https://careerkarma.com/schools/general-assembly

Udacity
Beginner
3 months
10 hours

During the Growth Product Manager Nanodegree program, you will learn everything a growth PM needs to thrive, from designing strategic growth plans to analyzing pricing metrics. You will also learn how to assess a business, create a growth loop, measure success, design experiments to increase growth, and monetize a company continually.

Udacity
Beginner
3 months
10 hours

Learn to apply predictive analytics and business intelligence to solve real-world business problems.

Udacity
Beginner
3 months
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