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Chapter 2: A/B Split Testing
A/B split testing is a simple yet effective method of quantifying the effect of a single variable or factor on performance or output. Sometimes referred to as ‘split run testing’, the split test technique is used widely in direct marketing, web-based landing-page conversion rates, printed advertisements, product testing in supermarkets and in more general process improvement.
Split testing enables us to measure the effects of a single independent variable (IV) over which we can exert control on a dependent variable (DV) such as total sales, website hits, product returns, etc. It is essential for the sake of validity that all other variables remain controlled in order to be confident that the output phenomenon is attributable to the input variable. As ...