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What is A/B Testing?

· 10 min read
Haydée Marino
Co-founder of


A/B Testing: the Best Way to Improve Websites?

A/B testing has been around for nearly 20 years now, and many people have built their careers on some form of it. Large experimentation teams at companies run multivariate (A/B/C/etc) tests and tease out any potential interaction effects between experiments. Still, most of the tests run don't yield any useful information. What are A/B tests and why do people swear by them? If experimentation is so powerful, why don't teams get more information? Isn't there a better way to improve websites?