Comparing two versions of something with separate groups to measure which better achieves a defined outcome.
A/B testing starts with a defined question and a measurable outcome, such as whether a different campaign message increases purchases. Separate groups receive the control version and a variation, and their behaviour supplies the comparison. Standard tests change a single variable so that the result is easier to interpret. Teams then analyse performance against the chosen goal before deciding whether to adopt the variation. This differs from asking customers which design they prefer, because the evidence comes from what people actually do during the experiment.
In job listings
MR PORTER’s Site Content Producer role in London involved working with Web and App product teams to initiate and manage A/B testing aimed at improving engagement and conversion rates. The employee would test changes to the customer experience against commercial outcomes agreed for the content. Search local jobs for “a/b testing”.
