Academy / A/B Testing Fundamentals

What A/B testing is, and why it beats opinion

How a randomised controlled experiment works online, why most ideas do not win, and which test design fits which question.

• Explain why random assignment lets you attribute a difference in results to the change itself
• Choose between an A/B, A/B/n, multivariate, split URL, bandit or A/A design for a given question
• Describe the eight steps of the test process and what must be written down before launch