AB Testing

Hello friends! in today's post we are going to study about AB testing. Although it is not exactly a testing activity performed by the testing team during software development process but still people confuse it with other testing types. Also, there is no full form of AB testing (yes its not Alpha-Beta Testing).

AB testing or split testing is a way of creating and analyzing two varients of an application in order to find which varient performs better in terms of user experience, monetary benefits(e.g. for e-commerce application) or any xyz goal. And then eventually keeping the better performing varient.

Let's try to understand it with an example. Suppose we have an e-commerce website selling electronic goods to the customers directly. Currently on the listing page 3 devices are displayed on each row with only necessary details like image, name, brand and price of the device, clicking on which leads to the device description page containing all the details and a buy button.

Now, the product team comes up with an idea to change the UI and display only one product in each row with all the device details along with buy button. The current UI allows user to navigate more devices at a glance but user have to perform an additional click to see device details and buy option. While the new proposed UI provides user the opportunity to get all details of device on the listing page itself along with the buying option.
So, basically we will have two varients of the application varientA and varientB-

      artoftesting AB testing    AB testing

No matter how much analysis is done, releasing the new UI would be a big change and might backfire. So, in this case, we can use A/B testing. We will create the varientB UI and release it to some percentage of users. For example - we may distribute user in the ratio of 50:50 or 80:20 between the two varients- A and B. After that, over period of time, we will observe the performance of the two varients and then determine which to chose and roll out the same to all the users.