A/B Testing Platform
Software that enables running experiments to test different versions of digital experiences.
Definition
An A/B testing platform enables organizations to run controlled experiments comparing different versions of websites, apps, or features. These platforms handle traffic splitting, statistical analysis, and result visualization to determine which variations perform better.
Why It Matters
Data-driven optimization requires proper experimentation. A/B testing platforms ensure statistical rigor, prevent common testing errors, and provide the infrastructure needed for a culture of continuous optimization.
Examples in Practice
Testing two different homepage headlines to see which drives more conversions. Running a multivariate test on a checkout flow. Using feature flags to gradually roll out changes and measure impact.