Suggest an editImprove this articleRefine the answer for “What is A/B testing?”. Your changes go to moderation before they’re published.Approval requiredContentWhat you’re changing🇺🇸EN🇺🇦UAPreviewTitle (EN)Short answer (EN)**A/B testing** is a method of comparing two or more versions of a product to determine which one performs better on given metrics. **Key point:** the goal is to make decisions based on data, not assumptions.Shown above the full answer for quick recall.Answer (EN)Image**A/B testing** is a method of comparing **two or more versions of a product** to determine which one performs better on given metrics. Its goal is to **make decisions based on data, not assumptions**. --- ### How it works 1. **Two (or more) variants are created** - Variant **A** is the current (control) version. - Variant **B** is the modified (experimental) version. For example: different button text, a different screen design, or a different recommendation algorithm. 2. **The audience is split randomly** Each user sees only one of the variants. This rules out the human factor and makes the results objective. 3. **Data is collected** Metrics are tracked: clicks, sign-ups, purchases, retention, conversion, and so on. 4. **Comparison and analysis** Statistics are used to determine whether there is a **significant difference** between the variants. The winning variant is rolled out to the main version. --- ### Where it's used - UI/UX - buttons, text, colors, element placement. - Marketing - email subject lines, banners, pages. - Product decisions - pricing, recommendations, new features. --- ### Important - The test runs until statistical significance is reached (not based on "gut feeling"). - Parameters cannot be changed during the test, this distorts the result. - The goal must be clearly defined in advance (for example, "increase sign-ups by 5%"). --- ### Conclusion **A/B testing** is a tool for testing hypotheses that helps **understand what actually works for users** and make decisions based on facts, not intuition.For the reviewerNote to the moderator (optional)Visible only to the moderator. Helps review go faster.