What is A/B testing?
Also called: Split testing
The short answer
A/B testing shows two versions of a page to different visitors at random and measures which one gets more of a chosen action.
A/B testing, explained
Test one meaningful change at a time and wait for enough traffic before deciding; small samples produce confident-looking noise.
Questions people ask about A/B testing
What is A/B testing?
A/B testing shows two versions of a page to different visitors at random and measures which one gets more of a chosen action.
Related terms
Conversion rate optimisation is the practice of improving the share of visitors who take a desired action, by testing changes to copy, design, speed and flow.
UXUX, or user experience, is how it feels to use a website: whether people can find what they came for, understand it and finish what they started without friction.
UIUI, or user interface, is the visible, clickable surface of a website: buttons, type, colour, spacing, icons and the states each element shows.
WireframeA wireframe is a simple, low-detail layout of a page, boxes and labels without colour or imagery, used to agree on structure before visual design begins.
Part of the Web Encyclopedia by Apex Flow Digital. Definitions are general knowledge, kept current, with no invented statistics.